The Magic of Account Based Marketing - Ankit Oberoi, Zelto | Marketing Nation E3 | SaasBoomi Podcast

SaaSBoomi

Enjoy this 50-minute podcast where Arvind and Varun get on a call with Ankit Oberoi to decode the dilemma of ABM, or Account Based Marketing. Ankit, being a proponent for documentation and structure, talks about his journey with AdPushup and how they discovered the untapped potential of ABM in a world filled with inbound marketing companies. Having cracked the ABM playbook methodically, Ankit shares some gems of wisdom with Arvind and Varun as the three of them nail down the specifics of what ABM is and how to leverage it to engage prospective clients in ways that really matter.

Key Takeaways

01:45 - Meet Ankit Oberoi!

03:50 - The Power of ABM

05:52 - Ankit’s tryst with ABM

08:42 - Big companies are intimidating!

11:38 - Identifying the right ICP for you

14:49 - Pick an ICP for your roadmap or pick a roadmap for your ICP?

18:38 - Outbound vs ABM

21:06 - Structuring the Organization for ABM

25:12 - SuperOps’ journey with ABM

27:28 - Using a RevOps team

33:48 - Building the ABM machine

35:35 - Database Management at AdPushup

39:45 - AdPushup’s channels beyond ABM

45:48 - Planning for Zelto’s acquisition

Key Mentions

01:16 - Zelto

02:04 - AdPushup

03:39 - SGx

08:41 - Kayako

39:05 - Almabase

41:32 - Microsoft Azure

41:42 - Google

44:05 - Facebook

Happy watching and listening! 🎧