Episode 20 - Jon Russo on Account Based Marketing and Sales for Industrial Manufacturers
Jon Russo on Account-Based Marketing and Go To Market Strategies - Industrial Growth Institute Podcast Episode # 20 with Ed Marsh
Summary
In this episode, Ed Marsh interviews Jon Russo, a three-time global CMO and the founder of B2B Fusion. They discuss account based marketing (ABM) and its evolution into account-based go-to-market strategies. They also touch on the importance of executive commitment, sales enablement, and the integration of marketing and sales.
Jon emphasizes the need for data-driven decision-making and the common mistakes made in strategy and tactics as well as:
Their conversation concludes by exploring the challenges and opportunities of AI in the go-to-market space, the importance of community and events, and the need for great content in marketing efforts.
Takeaways
Takeaway Quote from Jon Russo
Check out Jon's website
LinkedIn: Jon Russo and Ed Marsh
Twitter: Jon Russo and Ed Marsh
Instagram: Ed Marsh
YouTube: @B2BFusion and @EdMarsh
Show Transcript
Learn more about ABX and Account Based Marketing for Industrial Manufacturers
Chapters
00:00 Introduction and Background
06:02 The Evolution of Account-Based Marketing
13:36 Account-Based Go-to-Market Strategies
28:07 Starting a Business and Frustration with Data
42:17 Common Mistakes in Strategy and Tactics
45:10 The Challenges of Upselling and Targeting
47:00 Nashville's Focus on Technology, Healthcare, and Manufacturing
52:49 Identifying the Ideal Customer Profile (ICP)
56:13 The Importance of a Long-Term Approach
58:23 Starting Small and Building Momentum
01:00:37 The Opportunities and Challenges of AI
01:08:12 Embracing Change and Taking Risks
01:10:49 The Importance of Great Content
01:14:03 The Power of LinkedIn and Continuous Learning
#ABM #ABX #AccountBasedMarketing #AccountBasedSales #SalesEnablement #B2BSales #EnterpriseSales #IndustrialSales #IndustrialMarketing #EventMarketing #Community #ContentMarketing #AccountBasedGoToMarket #GTM #TargetAccountSales #ManufacturingMarketing #Podcast #salesAndMarketing #SalesAndMarketingAlignment #RevenueGrowth #RevenueGrowthStrategy
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