How to Ensure ABM Pilot Success
Intelligent Demand CEO John Common was asked by the ABM Leadership Alliance for advice on how to ensure ABM pilot success.
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John Common
John is Intelligent Demand’s founder, chief strategist and CEO. His energy and enthusiasm for transforming companies with modern approaches to marketing, sales, and customer success is palpable. He’ll happily geek out with you during a 2-hour conversation about your customer journey. He’ll cover any whiteboard or tablecloth in sight with revenue growth strategies, messaging concepts, and program designs. But his primary passion is connecting those ideas to highly executable programs that deliver measurable results.
The 4 Core Demand Approaches: 1:One, 1:Few, 1:Many, and 1:Everyone
Whether your goal is to acquire net new customers, to retain existing customers, or to expand your relationship with existing customers through cross-sell, upsell or land-and-expand, there are 4 core demand approaches.
7 Account Based Success Pillars
ABM isn’t about faith or magic. There are specific reasons why account based is so transformative. There are guiding principles that help revenue teams focus on, execute and use to grow revenue better with account based. We call them the 7 Success Pillars.
Deep Thoughts from 2019 B2B Marketing Exchange (B2BMX)
Deep Thoughts from 2019 B2B Marketing Exchange I go to a lot of conferences as part of my job. They’re a convenient way spend time with customers and prospects, meet with partners, scan emerging market trends and new technologies, and hear practitioners share case studies and lessons learned. But more than that, I just enjoy […]
Call it ABM or Not. It doesn’t matter.
I had lunch yesterday with the Head of Corporate Marketing for a very successful, global company. Great, smart guy. Super experienced. And someone who I view as a genuine expert practitioner and innovator in the field of B2B revenue growth. During our lunch, he asked “Is ABM that different from everything we’ve been doing and […]
The Most Wonderful Time of the Year: Budgeting and Planning Season for Marketing Executives
Ah… You can feel it in the air, can’t you? This is the time of year when you hear the furtive stirrings of C-suite professionals as they move about in their caves. They’re humbled by how great, or unexpected, or weird, or hard the current year turned out to be. And then, they begin uttering […]
ABM’s Current State: a little hungover and ready for a real-world approach
We’ve been doing keg stands with ABM for a couple of years now. What a party! It’s fun playing the Aspirational Future State Drinking Game (AFSDG), isn’t it? TWEET THIS Leads are dead! Sip!Funnels are dead! Sip!You can’t buy beer with an MQL! Sip!We’re gonna transform the world! Gulp! But then you wake up with […]
Operationalizing the Partnership
[This article is third episode in a multi-part series about the strategic importance of Partnership co-authored by John Common and Kent Ragen. Enjoy!] Building new partnerships is easy, especially when you don’t care how successful they are. But if you’re focused on driving business results in the form of mutual growth and truly successful customers, […]
The 14 Commandments of Modern Marketing
At the risk of sounding preachy, really try to follow these modern marketing principles in every program and campaign you execute.
