Marketing is all about trends, what’s hot and what’s not. What’s trendy and what’s a thing of the past. After all, the name of this show is Marketing Trends. And to be the best in the field, you have to grasp what sticks. But while marketers attempt to chase the hottest new thing, their jargon is often filled with buzzwords. Daniel Incandela is the CMO of Terminus, a company built on the backbone of ABM, and he had to learn first-hand that not everything — including the term ABM — is just a turn of phrase and that there is real merit to some buzzy ideas.

“At first I had a certain level of disdain for ABM. I thought it was another buzzword coming through, and what I’ve learned over the years, and certainly now, is a lot of people associate account-based marketing with just targeted ads. That is certainly a component of it. But if [targeted ads] is the expectation of ABM, then you’re never going to see the full value of it.”

On this episode of Marketing Trends, Daniel details new strategies for how ABM marketers can stick out from their peers and move past the bias that might exist around account-based marketing. Plus he digs into why storytelling is the backbone of any successful campaign. And he updates us on his new role with Terminus and how he approached his first 90 days.

Main Takeaways:

• More Than a Buzzword: ABM is more than just a buzzword and marketers have to stop thinking about ABM as just targeted advertising. While ad placement is a component of every great ABM strategy, the core component of any ABM strategy should be storytelling. Start focusing on the story of your ABM campaign and how your customers will interact with it.
• Formula For Success?: B2B marketing has a tendency to be repetitive and uninspiring and more times than not, B2B campaigns have a hard time differentiating themselves from their competitors. Just because your product speaks for itself, doesn’t mean things such as branding, messaging and the customer experience don’t matter.
• Just Shoot Me a Text: As a marketer, messaging and understanding where to reach your customers has never been more important than it is today. Don’t get bogged down and only attempt to reach your audience through one channel. Experiment and try different touchpoints, such as text messages, phone calls, or emails.

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