Right-Sized ABM with Brianna Miller скачать в хорошем качестве

Right-Sized ABM with Brianna Miller

Does ABM have to be complicated and expensive? Brianna Miller doesn’t think so, and she will tell you why. In this episode, I sit down with Brianna Miller, the Director of Demand Generation at Cohere Health, to tackle one of my favorite subjects, Account Based Marketing (ABM). We discuss why ABM does not have to be complicated or expensive to be effective, especially in the healthcare technology industry where sales cycles are long and complex. Brianna shares her "right-sized" approach to ABM, explaining how to use one-to-few strategies instead of just one-to-one and how to build resource hubs that keep buyers engaged. We also dive into the critical importance of sales alignment and how AI tools like Jasper and HubSpot Breeze fit into the mix. If you are looking for practical ways to implement ABM without over-engineering it, you will want to listen to this conversation. Key Topics Covered 00:00 Introduction 05:30 Common misconceptions about ABM 08:20 How to avoid over-engineering ABM 14:22 Defining "Right-sized ABM" and finding the right tools 16:20 The necessity of sales and marketing alignment 19:00 How to report engagement data 26:00 Viewing ABM as an orchestrator of multichannel tactics 28:00 Tracking buyer journey stages 30:10 The role of AI in ABM 33:00 Don’t forget the basics If you are interested in discussing this or any other topic, let's have a chat. Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges. https://calendly.com/adamhealthlaunch... Follow me on LinkedIn:   / adamturinas   Follow Brianna on LinkedIn:   / briannamill3r   Subscribe to The Healthtech Marketing Show on Spotify and here on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond! https://open.spotify.com/show/4XKwfFS... Thank you to our presenting sponsor HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights. (http://www.healthcarenowradio.com/)