ABM for B2C: Marketing Genius or Complete Waste of Time?

Is ABM for B2C marketing viable? Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in designing non-conventional ABM strategies built on MarOps excellence. She explains how to transform failing ABM programs into revenue generators, emphasizing the critical importance of data management before implementing new marketing technologies. Davis offers practical solutions for the "marketing data dumpster fire" that plagues B2B marketers trying to connect marketing activities to sales pipeline. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  I'm Benjamin Shapiro, and joining me today is Nadia Davis, the VP of Marketing at Caliber Mind, which is a multi-touch attribution and go-to-market intelligence platform. And today, Nadia is going to explain how to transform your failing ABM program into a revenue-generating dream machine. All right, last question. Is ABM for B to C a thing? And if so, why not?

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  It honestly sounds like a misnomer because account-based marketing for consumers, who are people, is not a thing. But if I deployed my imagination, I could see the world where if we have agents and my agents talk to your agents, and I have to program my agents to deliver something to the agents of everyone else, those could be treated as accounts. So that may be a thing, but I think it's futuristic.

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  Yeah, fundamentally, I think that it's possible if you think about selling into groups. If I am selling beauty products, but I'm going into schools, organizations, wholesale, different markets, different retailers, then I can be in CPG. I guess this is how all CPG that sells through grocery stores works. Pepsi is a B to C product, but really Pepsi sells to the Pepsi Bottling Group, who sells to Kroger and Walmart and all the different channels.

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  Yeah, they have the B2B motion for sure.

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  Yeah, I think that there's some nuance there, but your traditional B to C or even D to C marketing, I don't think ABM is really a thing, do you?

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  I would agree with that.

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  All right. I appreciate you coming on the podcast and telling us a little bit about ABM and what's really happening on the ground today. Anything you want to promote, anything you want to tell the world about before I let you go?

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  I would tell people to think about their data, whether it's ABM or anything else. I feel like that's the biggest challenge within MarOps. That's how I joined Caliber Mind, being on the customer side, because I had the data challenge within ABM that I could not solve otherwise. But Caliber Mind or not, that's the challenge that marketers are facing. So before you deploy the next shiny thing, and we all have the shiny object syndrome, think about your data and what you're going to do with it, because at the end of the day, all of us are fighting the same marketing data dumpster fire, which has got to be mindful of where the fire extinguisher is.

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  Fighting the marketing data dumpster fire. Truer words have never been spoken. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Nadia Davis, the VP of Marketing at Caliber Mind. If you'd like to get in touch with Nadia, you could find a link to her LinkedIn profile in our show notes or on martechpod.com, or you could visit her company's website, which is calibermind.com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app, or find us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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