In this exclusive interview, Miller draws from a rich career in marketing to share his stories and teachings from his latest book The Clear & Complete Guide to Account Based Marketing.
To Lena Shaw, when it comes to building a marketing team, there are too many templated job roles that are all buzz and no real meaning. In this interview, Lena Shaw shares the most effective way to build a team from one to many, while focusing on (and never losing sight of) three key skillsets along the way.
When Ryan Williams was running west coast sales of AdRoll, dubbed the fastest growing company of 2012-2013 by Inc., he knew the most successful sales processes boiled down to the basics. Three years ago, Ryan’s phone rang around ten o'clock on a Sunday night. It was a founder-friend of his, who blurted out (before even apologizing for waking up his wife and newborn): “I’m so sorry I didn’t take your advice—but what do I do now?”
Q: There seem to be close similarities between account based selling and B2C2B. What is the main difference between these two approaches?A: [Tomaz Tunguz] Yes, you're right. They share the idea of creating many advocates within companies in order to close a sale. I think the main difference is ABM/ABS (Account Based Marketing/Selling) is more focused...
The B2B buying experience is changing. Both form and function [...]