EP. 120 - Implementing ABM in Manufacturing Tech: A Conversation with Alexander Stonehouse

This is a podcast episode titled, EP. 120 - Implementing ABM in Manufacturing Tech: A Conversation with Alexander Stonehouse. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/alex-stonehouse-dc/" rel="noopener noreferrer" target="_blank">Alexander Stonehouse</a>, Marketing Director at Forj and board adviser at The Startup Marketer. They discuss Alexander's experience implementing a successful Account-Based Marketing (ABM) program at a 3D printing and CNC machining SaaS company. The conversation covers identifying the right audience, creating engaging content for engineers, leveraging various channels for ABM engagement, and overcoming challenges in ABM implementation.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p><strong>(02:48)</strong> Determining the right audience for ABM</p><p><br></p><p><strong>(05:56)</strong> Creating engaging content for engineers</p><p><br></p><p><strong>(10:28)</strong> Best channels for ABM engagement</p><p><br></p><p><strong>(14:18)</strong> Transitioning from educational to sales content</p><p><br></p><p><strong>(21:39)</strong> Leveraging internal company intranets for ABM</p><p><br></p><p><strong>(23:11)</strong> Measuring success in ABM programs</p><p><br></p><p><strong>(26:21)</strong> Overcoming unexpected roadblocks in ABM implementation</p><p><br></p><p><strong>(28:57)</strong> Parting wisdom for building a first ABM program</p><p><br></p><p><strong>Guest Bio:</strong></p><p><a href="https://www.linkedin.com/in/alex-stonehouse-dc/" rel="noopener noreferrer" target="_blank">Alexander Stonehouse</a> is the Marketing Director at Forj and a board adviser at The Startup Marketer. He has extensive experience in implementing successful Account-Based Marketing programs, particularly in the SaaS and manufacturing technology space. Alexander specializes in creating engaging content for technical audiences and leveraging various channels to drive growth and efficiency in marketing efforts. He is also the host of the <em>Brilliantly Wrong</em> podcast.</p><p><br></p><p><strong>The Startup Marketer</strong> is a marketing community built for startups and caters to startup marketers at all levels within seed-, early-, and growth-stage companies, as well as early-stage founders and recent grads/entry-level marketers.</p><p><br></p><p>SUM LinkedIn:&nbsp;<a href="https://www.linkedin.com/company/the-startup-marketer/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/company/the-startup-marketer/</a></p><p>SUM Website:&nbsp;<a href="https://thestartupmarketer.com/" rel="noopener noreferrer" target="_blank">https://thestartupmarketer.com/</a></p><p><br></p><p>Forj brings the power of community together with the importance of learning all in a single, modern platform.</p><p><br></p><p>Forj Website:&nbsp;<a href="https://www.forj.ai/" rel="noopener noreferrer" target="_blank">https://www.forj.ai/</a></p>