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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:00]
[00:00:08] Amanda Smith: Account based marketing–ABM–isn't a new concept, but what it looks like is evolving fast.
[00:00:15] Amanda Smith: And how is that evolving? Well, buyers are more informed, skeptical, and harder to engage. We all want messages and solutions tailored to our frustrations and needs, right? I'm no expert on a BM, so I thought I would tap Nadia Davis, VP of Marketing at CaliberMind, and ask how she's transforming teams by focusing on precision and site and account intelligence.
[00:00:40] Amanda Smith: She doesn't just talk about ABM. She's built it, and has really made it work. So I asked her,
[00:00:47] Amanda Smith: What does a modern ABM strategy look like? Here's what she had to say.
[00:00:51]
[00:01:01] Amanda Smith: Hey, Amanda, sorry I missed you, but something I wanted to talk about is really, really, really important and thats what ABM's gonna look like in 2026. Everybody knows Scott Brinker, his recent report pretty much said that ABM category is the one that shrunk within the tech stack world by 10% when everything else grew. And that's because the way we looked at ROI of ABM before is just not working anymore, right?
[00:01:25] Nadia Davis: Let's just, you know, get real for a second here and think about what are the things that define modern ABM.
[00:01:31] Nadia Davis: Being able to define your ICP, you knowing the pain points of your ICP. You understanding the buyer's journey, which is account research, which defines what those pain points are and you being able to reach the buying group.
[00:01:45] Nadia Davis: ICP, buyer's journey and your buying group. Once you have those three, this proverbial misalignment between marketing and sales is history, because everybody understand what steps have taken place so that the sales team can go and engage and close the account sooner, or strike conversations that are relevant sooner.
[00:02:04] Nadia Davis: I don't know if I told you this or not. Last time we talked, you asked me how my kitchen project was going, and I am still in the process of renovating my kitchen. But let me tell you, when I was shopping for vendors to renovate my kitchen, I did not really care about the ones who were pitching how great they did projects for others,
[00:02:20] Nadia Davis: because what I want from my kitchen is unique. So unless somebody took the time, came out and looked at what I got going on, define my pain and then said, this is how we're gonna fix it, and this is what our vision is;
[00:02:32] Nadia Davis: I wouldn't even give those people the time of day. Analytics is huge within the world of ABM because understanding and bringing together those people within the buying group, within the systems that you have is really, really difficult to do, and yet the picture is worth a thousand words.
[00:02:46] Nadia Davis: Analytics is front and center when it comes to ABM and uncovering those signals and the buyer's journey.
[00:02:51] Nadia Davis: CaliberMind historically is known for multi-touch attribution and go-to market intelligence. However, if I went to an account who is a prospect and said, "You know what? We do multi-touch attribution better than anyone else in the market, we're fantastic. Let me tell you more about it." What if their pain point is being able to build out account funnel and holistically score these accounts?
[00:03:13] Nadia Davis: What if their point is completely different and they try the competitor? Which is also a true story, all of the numbers in different reports within the platform didn't match. Every time they pulled a report, the same number for either number of MQL or ROI kept changing. So their issue is trust and data.
[00:03:29] Nadia Davis: I can't really waltz into an account with a predetermined message that I want to tell them without really discovering their pain point, because whether you're selling software or you're selling any other type of solution or service, you can position it in so many different ways because you do more than one thing, but you never know which way would be that would resonate with that account.
[00:03:51] Nadia Davis: So understanding their pain points, understanding their behavior, understanding what they consumed, what does that interest look like, is really, really important.
[00:03:59] Nadia Davis: The pain points that individual people would have might differ from what your assumption would be based on their makeup. Some of the things that might be their pain points, they would never even think about them, but once you realize that those are things to address, people have an aha moment.
[00:04:14] Nadia Davis: Like, "oh, I was looking for this and you told me these are the other things that I should be thinking about." So out of a sudden, you are not a pitch person, you are a solution provider. You are a fixer.
[00:04:26] Nadia Davis: And that pretty much brings me to my last point. Salesand marketing, the team that goes to market to activate these accounts, they're like sociologists and psychologists, right? While sociologists look at the market trends in general, we wanna understand group behavior, we wanna understand segments, we wanna deploy things at scale. That's very much marketing.
[00:04:44] Nadia Davis: For sales to be effective, there's the psychologist approach. They have to understand, what is the pain point of this one individual patient, and ask the question, "Well, how does that make you feel?"
[00:04:54] Nadia Davis: That's what gets these accounts to bring others and say, "Hey, I'm having an interesting conversation. Come join me. See what you think." That's the secret of the buying group. And when you can multi-thread and activate everybody in the buying group and have insights into that, and tell that story to your organization in a visual way, that's the power of account based marketing for tomorrow.
[00:05:13] Nadia Davis: I think that's all I had. If you have any other questions, let's catch up. Let's get coffee or something. I'll talk to you later. Bye.
[00:05:19] Amanda Smith:
[00:05:28] Amanda Smith: Thank you for listening. Want your podcast to do more? Subscribe to Genius Cuts because it's never just a podcast.