The TechFunnel Roundtable
The TechFunnel Roundtable podcast decodes technology and marketing trends and topics for progressive professionals. This podcast offers interesting interviews, actionable tips, and creative insights to help you grow, create and innovate far into the future. Visit: www.TechFunnel.com
The TechFunnel Roundtable
S1: E6 -- Diane Grefer and Eric Newell Discuss ABM and IBM's Success Story
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The TechFunnel Roundtable
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Season 1
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Episode 6
Special Guests: Diane Grefer, Campaign Marketing Manager for IBM and Eric Newell, Vice President of Account Based Marketing and Demand Generation at MeritDirect
In this interview:
- How they constructed an ABM program from start to finish
- Communication and strategy used to reach their goals
- The choice to include direct mail in the process
- Challenges encountered and lessons learned during the ABM implementation
- Best practices for implementing ABM into a sales plan
- The outcome
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