597. ABM is About Trust More than Awareness

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This is a podcast episode titled, 597. ABM is About Trust More than Awareness. The summary for this episode is: <p><span style="font-weight: 400;">So, you’re an ABM marketer of a little fish in a sea of big fish.</span></p> <p><span style="font-weight: 400;">A lot of people think that marketing a small to medium-sized B2B company in a market dominated by giants is all about awareness.</span></p> <p><span style="font-weight: 400;">The problem is companies looking to hire a new player instead of an established one aren’t making that decision based on their awareness of your company.</span></p> <p><span style="font-weight: 400;">They are asking themselves questions like:</span></p> <p><span style="font-weight: 400;">“Do I have the confidence that this vendor has the capabilities of delivering what they say?” </span></p> <p><span style="font-weight: 400;">“If something goes wrong, will they help me or abuse the situation?”</span></p> <p><span style="font-weight: 400;">“Are they trying to convince me to adopt something totally new or are they a better version of something I already believe in?”</span></p> <p><span style="font-weight: 400;">This is especially true for large deals.</span></p> <p><span style="font-weight: 400;">On this #TakeOverTuesday,</span> <a href= "https://www.linkedin.com/in/christopherengman/"><span style= "font-weight: 400;">Chris Engman</span></a> <span style= "font-weight: 400;">CRO, CMO and lead investor at</span> <a href= "https://www.linkedin.com/company/proofanalytics/"><span style= "font-weight: 400;">Proof Analytics</span></a> <span style= "font-weight: 400;">joins the show to talk about:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">4 big failures in ABM</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">2 key ways to win</span></li> </ul> <p><a href= "https://www.linkedin.com/in/christopherengman/"><em><span style= "font-weight: 400;">Chris Engman</span></em></a> <em><span style= "font-weight: 400;">is also an author of the amazing book</span></em> <a href= "https://megadeals.com/products/megadeals-book/"><strong><em>Megadeals</em></strong></a><em><span style="font-weight: 400;">, a deep analysis of what goes into landing large, complex B2B deals.</span></em></p> <p><em><span style="font-weight: 400;">--------</span></em></p> <p class="p1">Join Sangram's "<a href= "https://www.linkedin.com/pulse/how-focus-most-important-work-your-life-hint-first-90-sangram-vajre/"><span class="s1">Becoming Intentional</span></a>" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.</p>

DESCRIPTION

So, you’re an ABM marketer of a little fish in a sea of big fish.

A lot of people think that marketing a small to medium-sized B2B company in a market dominated by giants is all about awareness.

The problem is companies looking to hire a new player instead of an established one aren’t making that decision based on their awareness of your company.

They are asking themselves questions like:

“Do I have the confidence that this vendor has the capabilities of delivering what they say?” 

“If something goes wrong, will they help me or abuse the situation?”

“Are they trying to convince me to adopt something totally new or are they a better version of something I already believe in?”

This is especially true for large deals.

On this #TakeOverTuesday, Chris Engman CRO, CMO and lead investor at Proof Analytics joins the show to talk about:

  • 4 big failures in ABM
  • 2 key ways to win

Chris Engman is also an author of the amazing book Megadeals, a deep analysis of what goes into landing large, complex B2B deals.

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Join Sangram's "Becoming Intentional" newsletter, read by over 10,000 leaders, for a 1-minute read on how to lead professionally, grow personally, and live fully. Only available on LinkedIn.