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It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.
Jared Johnson PianoI love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.
The Marketing Book Podcast
Michelle Cirocco, Head of Global Marketing at Televerde, joins the Content Experience Show to discuss ABM strategy and transitioning to account-based selling.
Account-Based Selling
It’s been said a thousand times before: Businesses are people. Shift the perspective on that statement a little bit, and you’ll find something else true: People don’t simply buy from a “business”—they buy from other people.
The whole point of account-based marketing, and what Michelle Cirocco calls account-based selling, is to connect the people buying with the people selling. Studying your audience, setting up personas, and creating content are all for the purpose of sparking a conversation.
When you create content with an account-based approach, you’re creating specifically for someone and, when successful, bringing them into a personal interaction. Ultimately, account-based selling becomes a one-to-one conversation—a genuine relationship with your customer.
In This Episode
- Why everyone is ultimately responsible for sales.
- How content plays a crucial role in a successful account-based marketing strategy.
- Why sales and marketing have to work collaboratively.
- How to create “snackable content.”
- How to transition from account-based marketing to account-based selling.
Quotes From This Episode
Account-based marketing itself has to be complemented by an account-based selling approach. Share on X
“People buy from people, and the role of the content is to warm them up to start the relationship that will build the trust and, ultimately, lead to them becoming a customer or continuing the relationship with you.” — @mcirocco
“A good account-based marketing strategy should be delivering multiple leads within the same organization and providing a complete picture of this strategic account that’s going to result in a long-term relationship for the company.” — @mcirocco
Resources
Content Experience Lightning Round
If you were going to cover something not work-related as a podcast, what would it be?
Michelle is very passionate about helping disadvantaged women, so she would have a podcast interviewing women who have overcome adversity as well as women who help other, less fortunate women.
See you next week!
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