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Account-Based Marketing with Peter Dean, CEO, RenderTribe
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In this episode of the Selling Smarter Podcast, Greg Moran, Chief Revenue Officer at Conquer, interviews Peter Dean, the founder and CEO of RenderTribe, about Account Based Marketing (ABM) and aligning sales and marketing teams. Peter explains that ABM is not just a tactic, but a strategic approach that involves identifying specific accounts that fit a product or service offering and aligning sales and marketing efforts to target those accounts. The measurement of ABM success is focused on signals, such as leads, website activity, and third-party signals, to understand the impact on the revenue pipeline. Peter also shares an example of a successful ABM campaign and how it was measured in terms of marketing-influenced outcomes.
The pair discuss their experiences of using personalization to improve their outbound sales efforts, and how they identified key attributes of potential buyers beyond superficial factors such as industry or company size. They emphasize the importance of understanding unique buying signals and intangibles that make someone a strong buyer for your product or service. By tailoring their messaging to these specific attributes, they were able to increase their conversion rates and positive contact rate for outbound sales. The speaker also highlights the need to go beyond surface-level targeting and delve deeper into relevant factors that make a difference in sales success, and how personalization is a key factor in achieving this.
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