The Professional Jury-Rigger - The Difference Makers Podcast

From the time I was a kid, I have always liked and been good at tinkering, building and creating things. Whether it was blinkers for our family go-cart made of leftover electrical wire and string or my first business making bowties out of paper, I have consistently used what I had available to make things work.

In my professional career, I certainly have a larger budget and a lot more technology to help, but I still believe the best marketing programs are built in response to a need, using first what we have to prove a concept, then adding on to scale.

I sat down with The Difference Makers Podcast to discuss this in length. The key highlights are:

1. There are No Masters of ABM

2. Always Be Growing, Always Be Learning

3. Running Into Walls Pays Off

How to Actually Do ABM Campaigns - Saastr Universtiy

Marketing practitioners often have their eye set on Account Based Marketing as a flashy, must-have program in their organization. With their vision set on personalized ads and a great content experience, they tend to miss the critical foundational infrastructure that makes any program successful.

At Saastr University I walked the audience through how to think about bringing an ABM program to life from the ground up. We as marketers need to think about how we can use the content, messaging, and tools we already have at our disposal or can easily spin up in order to create a strong proof of concept. Only after that can we build a world-class program on top of it.

Note, I had some technical issues during this presentation, but the content is strong none the less.