In Episode #164, Eric and Neil discuss what account-based marketing is and how to leverage it. Account-based marketing is a new term for an old, tried and true practice for marketers. Tune in to find out more about account-based marketing and the leads that deserve your attention.

Time Stamped Show Notes:

• 00:27 – Today’s topic: What Account-Based Marketing Is and How You Can Leverage It
• 00:36 – Account-based marketing makes you identify ideal prospects ahead of time
• 01:15 – Have an inbound SDR to look at the exact leads
• 01:33 – Infer is a software solution that can help determine which leads are your most valuable leads
  • 02:54 – You can spend your marketing effort towards responding and entertaining leads
  • 03:16 – The cost of Infer depends on your size
• 03:24 – Lead forms work with 15-16 questions spread over a few pages
• 04:06 – Apple Market Fetch works for people who use Slack and it can scrape the web to find qualified leads
• 04:44 – Clearbit will show you information of people in your list
• 05:12 – Funnelholic’s experience with account-based marketing
• 05:44 – You don’t need quantity to make money—you need qualified leads
• 06:24 – That’s it for today’s episode!

3 Key Points:

1. Account-based marketing is becoming more common, even though it’s been around for years.
2. Start with 2 questions on your lead form, then gradually ask more detailed questions to get people to respond.
3. Focus on QUALITY leads—not the number of leads.

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