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Episode 206  |  10:56 min

206: The 3 Steps You Need To Launch Your ABM Strategy w/ Elle Woulfe

Episode 206  |  10:56 min  |  08.27.2019

206: The 3 Steps You Need To Launch Your ABM Strategy w/ Elle Woulfe

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This is a podcast episode titled, 206: The 3 Steps You Need To Launch Your ABM Strategy w/ Elle Woulfe. The summary for this episode is: <p><span style="font-weight: 400;">If you’re starting your ABM strategy with the M in ABM before the A, you’re doing it wrong.</span></p> <p><span style="font-weight: 400;">Elle Woulfe is the VP of marketing at</span> <a href="https://www.pathfactory.com/" target= "_blank" rel="noopener"><span style= "font-weight: 400;">PathFactory</span></a> <span style= "font-weight: 400;">where she helps marketers optimize the path to purchase. When it came to building their ABM process, she’s quick to admit that her team stumbled into, what is now, an agile approach to ABM.</span></p> <p><span style="font-weight: 400;">She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pretty good at getting them to commit to a meeting, they struggled with moving them down the funnel. People would just fall out.</span></p> <p><span style="font-weight: 400;">Thankfully, PathFactory has always been a company that believed in breaking off a little piece at a time to iterate it, rather than jump into big changes. So they took that healthy habit to figure out how to move the company into a 100% target account selling model.</span></p>

If you’re starting your ABM strategy with the M in ABM before the A, you’re doing it wrong.

Elle Woulfe is the VP of marketing at PathFactory where she helps marketers optimize the path to purchase. When it came to building their ABM process, she’s quick to admit that her team stumbled into, what is now, an agile approach to ABM.

She embarked on the ABM process in the first place when she noticed a bad funnel conversion at PathFactory. While they had lots of people in the funnel and were pretty good at getting them to commit to a meeting, they struggled with moving them down the funnel. People would just fall out.

Thankfully, PathFactory has always been a company that believed in breaking off a little piece at a time to iterate it, rather than jump into big changes. So they took that healthy habit to figure out how to move the company into a 100% target account selling model.

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