In this episode, Patrick Van Gorder, the senior VP of Level Agency, shares how we can get started with b2b account-based marketing. Insights he shares include: 

• Why Patrick advocates for a B2B account-based marketing approach
• How Patrick defines account-based marketing (ABM)
• Why marketing and sales should work as one cohesive unit
• The benefits of ABM to an organization
• How companies can find ways to adopt ABM that best fit their unique needs
• How to develop a one to one personalized experience to companies with ABM
• How much data do we need to support buyer profiles
• How to engage your account's buying committees and users
• Why building a peer to peer relationship with sales is the best way to create better alignment
• How to recruit for ABM transformation within an organization
• The role of account scoring in B2B account-based marketing
• When to look at building your content and messaging
• Why your content needs to pass the sniff test
• The steps we should be cognizant of in rolling out b2b account-based marketing
• Technology will help with your ABM transformation
• What metrics and analytics we need to have in place
• Aspects of ABM that innovative companies are using