As companies continue to adopt ABM as a key component of their growth strategy, it's important to understand how to tailor your approach to the specific needs and nuances of your target market.
In this episode of Let’s Talk Revenue Marketing, our host Paul Sweeney sits down with James Mollard, an expert in account-based marketing, to discuss the unique challenges and opportunities of ABM in the SaaS and Enterprise tech space.
Key talking points:
- What is ABM and how does it work?
- The perception of ABM
- How to decide which accounts to target
- How to measure the success of ABM
- The power of advocacy
- The difference between SaaS and Enterprise data
- AI in ABM
Meet the guest
James Mollard is a revenue and growth strategist with expertise in ABM and CX. He believes that building partnerships and fostering a “one team/one goal” culture is crucial for businesses to achieve profitable and sustainable growth. James works with clients to engage audiences and turn engagement into measurable ROI.
He is currently the Senior Director of Growth and Strategy at JPC, a consultancy that helps organizations create and propagate an ABM culture to transform the connection between marketing, sales, and customer success.
Meet the host
Paul Sweeney is an experienced marketer with a demonstrated history of working in the technology and SaaS industry. After a brief spell in government policy and politics, Paul landed in marketing.
Initially in the property investment industry, he has spent much of the last ten years in technology marketing, including system integrators, start-ups, and finally the gaming and AI giant, NVIDIA.
Paul currently leads a small team of international revenue marketers focused on data and analytics, lead lifecycle enablement, and pipeline acceleration.
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