Chapter 5
Community and relationship building
The B2B marketing focus is shifting from pure lead generation to building lasting relationships and engaged communities.
Dan Mortimer from Nimble Approach describes their collaborative approach: "We don't really separate sales and marketing; we operate as a growth team. We meet regularly, share insights from what each side is observing, and develop strategies together based on that input."
This collaboration requires careful account selection. Megan West from Hotwire explains: "Account selection is a critical step in ABM, and it's where the collaboration between sales and marketing really comes into play. Some of the most effective ABM campaigns I've seen are those where sales identify an account they want to target and marketing then challenges that choice by asking, 'Why this account?'"
We don't really separate sales and marketing; we operate as a growth team. We meet regularly, share insights from what each side is observing, and develop strategies together based on that input.
Dan Mortimer
Head of Marketing at Nimble Approach
The evolution towards experience-focused strategies is highlighted by Sharon Forder from Revop: "There's been a significant shift towards Account-Based Experience (ABX) rather than just Account-Based Marketing (ABM). This approach puts the customer at the core of our activities, ensuring a seamless experience across all touchpoints - from prospects to customers."
Maria Liw from SimCorp reinforces this collaborative mindset: "We've created a feedback loop between marketing and sales. We're not just looking at who has engaged, but also examining who hasn't engaged and why. We combine our data and analytics with the sales team's insights from their conversations, events, cold calling, and email outreach."
This emphasis on collaboration requires active engagement. Melanie Le Sage describes their approach: "To tackle this, I have found that focusing on fostering open and clear conversations about the challenges faced by our sales teams has been effective. We're essentially working towards better alignment, collaboration, and transparency which includes establishing shared goals and metrics."
Jillian Als from Queue-it shares their refined approach: "The BDRs have reported feeling more confident in their cold outreach because they regularly engage with interested prospects, creating a virtuous cycle that benefits both inbound and outbound efforts."
The BDRs have reported feeling more confident in their cold outreach because they regularly engage with interested prospects, creating a virtuous cycle that benefits both inbound and outbound efforts.
Jillians Als
CMO, Queue-it
About 6sense
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