Transcript
WEBVTT 1 00:00:00.240 --> 00:00:04.010 Welcome back to another episode of BTB Growth. I'm Dan Sanchez with Sweet Fish 2 00:00:04.010 --> 00:00:09.730 Media. And today is the second to last episode of this series I'm doing on 3 00:00:09.730 --> 00:00:13.700 account based marketing. If you are just tuning in towards the very end of 4 00:00:13.700 --> 00:00:18.320 the series, you have to know I've been doing a full month series in the month 5 00:00:18.320 --> 00:00:24.300 of February 2021 on the topic of account based marketing. Um, I was new 6 00:00:24.310 --> 00:00:27.620 to account based marketing because I was kind of new to be to be. In general, 7 00:00:27.620 --> 00:00:32.259 I'm from the BBC World, even doing things like nonprofit marketing, higher 8 00:00:32.259 --> 00:00:37.580 red and a bunch of different various BTC, different industries. Um, a little 9 00:00:37.580 --> 00:00:41.330 bit of B two b, but I'm still typically kind of the new guy to be to be. And 10 00:00:41.330 --> 00:00:46.990 honestly, I love it. I've B two b is fantastic. Uh, you can easily stand out 11 00:00:46.990 --> 00:00:51.790 by just applying some branding from B to C. Um, and then you have all this 12 00:00:51.790 --> 00:00:55.530 amazing information. You have a whole extra layer on top of demographics and 13 00:00:55.540 --> 00:00:59.360 for McGrath, Sorry demographics and cycle graphics by adding firma, 14 00:00:59.360 --> 00:01:02.600 graphics, even techno graphics. There's just so much more information out there, 15 00:01:02.600 --> 00:01:06.880 you can know exactly who you're selling to. You can literally just be like 16 00:01:06.890 --> 00:01:10.150 right down the company's you'd like to work with and then go find the exact 17 00:01:10.150 --> 00:01:14.080 buyer on them. And because of that, I've always been excited about B two B. 18 00:01:14.080 --> 00:01:18.730 I'm like, Oh my gosh, there's just so much information. It's so exciting. Um 19 00:01:18.740 --> 00:01:22.720 and so I wanted to do this deep dive on account based marketing and here I am. 20 00:01:22.720 --> 00:01:27.390 I'm on the second to last day reviewing the subject, and today it's just me. 21 00:01:27.390 --> 00:01:31.960 And actually, well, I've done a few resource reviews throughout this series 22 00:01:32.240 --> 00:01:35.970 today. I'm excited to announce that I have actually finished reading every 23 00:01:35.980 --> 00:01:40.960 single book I could find on this topic, which turned out to be about 11 books, 24 00:01:41.340 --> 00:01:45.310 um, on the topic of account based marketing, and I kind of wanted to do a 25 00:01:45.310 --> 00:01:51.480 quick review of all of them. My and I can't give a full full on analysis or 26 00:01:51.480 --> 00:01:54.960 my favorite points or even quotes from like every single book is. This episode 27 00:01:54.960 --> 00:01:58.370 will be way too long, but I promise I will publish. That is a blog post 28 00:01:58.370 --> 00:02:01.970 probably coming towards the end of even just the week on publishing this. So 29 00:02:01.970 --> 00:02:05.690 this will be on Sweet Fish Media. Just look up A B m books on sweet fish media 30 00:02:05.690 --> 00:02:10.130 dot com to find that, um, that blog post where I do a full breakdown side 31 00:02:10.130 --> 00:02:14.640 by side comparison with all my best takeaways from each book. Um, but in 32 00:02:14.640 --> 00:02:18.440 this podcast episode, I wanted to kind of give an overview a quick overview of 33 00:02:18.450 --> 00:02:24.130 each book and who I think. Therefore, um, I am not afraid to say which book 34 00:02:24.130 --> 00:02:29.090 is my favorite, but in this particular instance, like, um, for example, 35 00:02:29.090 --> 00:02:33.480 actually read every book on thought leadership last year. Um, and I wasn't 36 00:02:33.480 --> 00:02:37.650 afraid to give away my three favorite of the 20. So books and and call out 37 00:02:37.660 --> 00:02:41.990 other books that were totally worthless when it came to the A B M books, Though 38 00:02:41.990 --> 00:02:46.480 of these 11 books, there's not a clear winner. There's actually great points 39 00:02:46.480 --> 00:02:51.740 in most of them, and they definitely did a great job and, like most authors, 40 00:02:51.740 --> 00:02:55.770 did a fantastic job of picking like a clear audience because I felt like each 41 00:02:55.770 --> 00:03:00.430 one has a particular segment of people they're they're aiming for or um 42 00:03:00.430 --> 00:03:05.510 provides some some particular framework or information that's valuable in and 43 00:03:05.510 --> 00:03:08.910 of itself. That wasn't covered another books. So because of that, it's really 44 00:03:08.910 --> 00:03:12.040 hard to just pick one as a winner. I certainly have my favorites. I'm a 45 00:03:12.040 --> 00:03:16.390 little biased, though, um, as just one person you have to realize sometimes 46 00:03:16.390 --> 00:03:20.490 when you're covering every book on the topic, your few the first few you read 47 00:03:20.490 --> 00:03:23.200 are always the most special to you because you learned the most through 48 00:03:23.200 --> 00:03:26.350 the first few. And towards the end, when you're listening to the last ones, 49 00:03:26.360 --> 00:03:29.640 you're like, Oh, I've already covered this information before, only only a 50 00:03:29.640 --> 00:03:32.830 small fraction. The book was new, while this first one was really good because 51 00:03:32.830 --> 00:03:36.040 so much of it was new. Well, it's because that was the first book. So you 52 00:03:36.040 --> 00:03:38.880 have to take it with a grain of salt. When one person like myself is 53 00:03:38.880 --> 00:03:42.960 reviewing all the books that I'm always that a person like myself is always 54 00:03:42.960 --> 00:03:48.500 going to have a bias towards the first books, read, um, that being said, let's 55 00:03:48.500 --> 00:03:52.480 take a look at the Let's list out the books that I've read, and then I'll go 56 00:03:52.480 --> 00:03:57.510 back onto each one and say My general thoughts on the book and who I think 57 00:03:57.510 --> 00:04:02.720 the book is for. So let's dive into the list. The first one is B two b is a B M 58 00:04:02.730 --> 00:04:07.190 by Sandra Vieri. Hopefully, I pronounced your name right? Sandra, Um, 59 00:04:07.200 --> 00:04:11.820 it's a that's a hard one. I also did another one by San Graham called 60 00:04:11.820 --> 00:04:15.280 account based Marketing for Dummies. That was the second book. The third 61 00:04:15.280 --> 00:04:20.850 book is Practitioners Guide to Account based Marketing by Bed Burgess and then 62 00:04:20.850 --> 00:04:25.090 the fourth is account based marketing by Chris Golic, Peter Isaacson, Jessica 63 00:04:25.090 --> 00:04:29.860 Few Ellis. The fifth book is buyer based marketing by Matthew Cross CA. 64 00:04:30.540 --> 00:04:37.070 The sixth book is no forms, no spam, no cold calls by Latin. Any content? Uh, 65 00:04:37.080 --> 00:04:42.170 the seventh book is the book on account based marketing by bus Um Hamdi. The 66 00:04:42.180 --> 00:04:46.200 eighth book is unleashed possible by a Samantha Stone. The ninth book is 67 00:04:46.200 --> 00:04:50.320 content based networking by James Carberry. The 10th book is how to get a 68 00:04:50.320 --> 00:04:56.010 meeting with anyone by Stew Henke Henske Somewhere in that realm, Sorry 69 00:04:56.010 --> 00:05:03.200 stew and 11 is the ultimate sales machine by Chet Holmes. Now, not all of 70 00:05:03.200 --> 00:05:07.880 these books are like 100% account based marketing. I did my best to try to 71 00:05:07.880 --> 00:05:12.200 define some parameters around the books I was I was reading. I also found that 72 00:05:12.200 --> 00:05:15.310 some, like unleashed, possible covered a lot of topics and account based 73 00:05:15.310 --> 00:05:18.930 marketing was just one. But it covered so well in the chapter that she gave to 74 00:05:18.930 --> 00:05:22.200 it that it was like worth bringing into the list. And some are kind of like 75 00:05:22.210 --> 00:05:25.870 almost subcategories of account based marketing, but we're still worth 76 00:05:25.870 --> 00:05:31.320 bringing into the list, so let's kind of cover them one by one. The first 77 00:05:31.320 --> 00:05:34.930 book I read on this topic was B two B is a B M just because it was probably 78 00:05:34.930 --> 00:05:38.600 the most popular recommendation, and it still is. If you ask for a B. If you 79 00:05:38.600 --> 00:05:41.790 ask for a B M book recommendations, most people are going to recommend this 80 00:05:41.790 --> 00:05:46.480 book. This probably is the top selling book on A B M, um, by San Graham, and 81 00:05:46.480 --> 00:05:50.290 I'd say Santorum is definitely one of the top thought leaders in the space as 82 00:05:50.290 --> 00:05:57.010 the CEO of Terminus. And he has. He's been pioneering the whole category for 83 00:05:57.020 --> 00:06:01.990 for about 56 years now and has written two books on the topic. Um, I really 84 00:06:01.990 --> 00:06:05.950 like me to be his a B M because of the team framework that became a super 85 00:06:05.960 --> 00:06:10.120 helpful framework and because I think he invented it. Nobody else really 86 00:06:10.130 --> 00:06:13.900 touches it as much, or at least spells it out his team. But that, honestly, 87 00:06:13.900 --> 00:06:17.230 it's such a simple framework and summarizes account based marketing so 88 00:06:17.230 --> 00:06:21.910 well that it became like the way I even defined and organized a lot of the 89 00:06:21.910 --> 00:06:25.410 episodes that I did over this last month. I would say, Like I said in the 90 00:06:25.410 --> 00:06:28.420 in the episode where I just did a full review on this book, you can go back 91 00:06:28.420 --> 00:06:32.080 into the episode archive to find the full review on this book. It is a 92 00:06:32.080 --> 00:06:34.810 little long like it could have been half about half as long. It's still 93 00:06:34.810 --> 00:06:38.460 covered the same amount of content. Um, but if anybody wants to get started, 94 00:06:38.460 --> 00:06:43.300 the subject this is a great one. Um uh, same for account based marketing for 95 00:06:43.300 --> 00:06:47.630 Dummies by San Graham as well. The thing the difference is is kind of like 96 00:06:47.630 --> 00:06:51.130 What kind of books do you like to read? If you like out like very detailed 97 00:06:51.130 --> 00:06:54.760 outlines. Um, then the dummies book is gonna be great because that's kind of 98 00:06:54.760 --> 00:06:58.110 what dummies books do is they outlined the heck out of a subject and organize 99 00:06:58.110 --> 00:07:01.870 it really well, versus B two b is a B M is probably gonna give more of your 100 00:07:01.870 --> 00:07:05.760 stories and have more case studies for you to look at that are more in depth 101 00:07:05.760 --> 00:07:10.560 and kind of give, uh, be more of like a traditional business book that way. So 102 00:07:10.640 --> 00:07:13.900 both are good for the same reasons, but they just have There's just organ 103 00:07:13.910 --> 00:07:17.740 information just organized differently. So that would be my my takeaways on 104 00:07:17.740 --> 00:07:21.580 those books, the Practitioners guide to Account Based marketing. I just 105 00:07:21.580 --> 00:07:26.510 finished reading this one yesterday by Bev Burges. This one was painful to 106 00:07:26.510 --> 00:07:31.480 read because it was just it was just dry. I don't know what it was about the 107 00:07:31.480 --> 00:07:34.790 way it was written. Um, and Bev, if you're listening to this, I'm sorry, I 108 00:07:34.790 --> 00:07:38.760 don't I just struggled to read this book. It felt like reading. And like a 109 00:07:39.140 --> 00:07:44.000 19 eighties business textbook, I don't know why it felt like that. It's not 110 00:07:44.000 --> 00:07:48.230 like the It's not like the writing was bad. The writing was clear and well 111 00:07:48.230 --> 00:07:51.900 written and articulated. It's just harder to read. It was just a little 112 00:07:51.900 --> 00:07:54.690 bit more dense, and at first I thought this book was just going to be a 113 00:07:54.690 --> 00:07:57.640 complete throw away. But towards the second half of the book, it actually 114 00:07:57.640 --> 00:08:00.960 started to make sense. Like why they named this book, The Practitioners 115 00:08:00.960 --> 00:08:05.400 Guide. Because this of all the books in the stack, this one certainly is one of 116 00:08:05.400 --> 00:08:09.070 the more advanced ones. And if you're an A B M practitioner, this book is for 117 00:08:09.070 --> 00:08:13.500 you. Like if you are an A B M person like you have a B M in your job title 118 00:08:13.510 --> 00:08:17.510 or, you know a B M takes a significant part of your job. You have to read this 119 00:08:17.510 --> 00:08:21.620 book because it actually does break it down very well. Um, it's very thorough. 120 00:08:21.620 --> 00:08:25.650 What I love about it is it's a This book is actually produced. I'm pulling 121 00:08:25.650 --> 00:08:29.460 out the book right now. Let's see by an organization called 122 00:08:32.440 --> 00:08:36.980 I T s m. A. Um, I have no idea what that acronym stands for, but apparently 123 00:08:36.980 --> 00:08:40.059 this is the organization that actually coined the term account based marketing 124 00:08:40.440 --> 00:08:44.280 and you can tell that this book is thorough and weighty because it 125 00:08:44.280 --> 00:08:47.980 provides a lot of first hand research they've done with their own, I don't 126 00:08:47.980 --> 00:08:54.140 know, with their own crowd or members, So it's got a lot of hard facts and 127 00:08:54.140 --> 00:09:00.170 data about the topic. It also has a huge amount of very thorough case 128 00:09:00.170 --> 00:09:04.880 studies, which can be a little much to read in the case study format. But if 129 00:09:04.880 --> 00:09:09.400 you're a practitioner, that's like it's always hard to find, like first hand 130 00:09:09.400 --> 00:09:13.010 data in case studies that are this good. So if your practitioner this book is 131 00:09:13.010 --> 00:09:17.400 golden, you really should read it. It's dense. Uh, it's not the most like, 132 00:09:17.400 --> 00:09:23.340 flavorful read. Um, it's more of a steak dinner than it is like a hot 133 00:09:23.340 --> 00:09:28.170 fudge sundae. Okay, um so well done, Bev. On putting together a very 134 00:09:28.170 --> 00:09:31.290 thorough guide for practitioners who are actually in the space full time of 135 00:09:31.290 --> 00:09:33.850 a B M. Uh, that's what this book is good for. 136 00:09:36.640 --> 00:09:40.350 The next one is account based marketing by Chris Golic, Peter Isaacson and 137 00:09:40.350 --> 00:09:44.520 Jessica Fuel s. This book is like the book written by These are the demand 138 00:09:44.520 --> 00:09:49.220 base guys which demand base is probably like the most enterprise level tech 139 00:09:49.220 --> 00:09:54.720 stack for, uh, for A B M practitioners. Very expensive, but very thorough and 140 00:09:54.720 --> 00:10:00.250 well put together. Um, these guys have been doing a B M for quite a while now, 141 00:10:00.740 --> 00:10:04.200 and I would say this book is really good for people who want to explore 142 00:10:04.200 --> 00:10:07.800 what a B M could look like rolling, especially rolling it out in their 143 00:10:07.800 --> 00:10:08.750 organization. 144 00:10:09.940 --> 00:10:14.510 If you are a very big company, like if you're a Fortune 500 this is definitely 145 00:10:14.510 --> 00:10:17.220 the book for you. If you're looking at a B M like, you really shouldn't be 146 00:10:17.220 --> 00:10:22.220 looking at other books. This is This is the book is very thorough and look, 147 00:10:22.230 --> 00:10:27.470 giving you a it almost. It almost gives less A B M tactics. So it's full of A B 148 00:10:27.470 --> 00:10:30.800 M tactics and actually shows you how to implement a B M. From a change 149 00:10:30.800 --> 00:10:34.790 management perspective, this book does a fantastic job of showing you how to 150 00:10:34.790 --> 00:10:38.760 roll this out. How to assess the organization If it's ready, people, you 151 00:10:38.760 --> 00:10:41.260 need to get involved all the departments to consider all the 152 00:10:41.260 --> 00:10:46.450 research you need to do ahead of time, how to do a very controlled, uh, test 153 00:10:46.460 --> 00:10:50.500 for your organization. And then it does. It doesn't, like, cram like its 154 00:10:50.510 --> 00:10:56.140 technology down your throat. Um, it's very good at just leaving it as leaving 155 00:10:56.140 --> 00:10:59.750 it to the subject matter itself. Um, it does talk about technology towards the 156 00:10:59.750 --> 00:11:04.310 end of the book, but in in not doing away that even pitches demand base as 157 00:11:04.310 --> 00:11:09.390 hard as they could have. Um, so very great book for that. The fifth book is 158 00:11:09.390 --> 00:11:14.780 buyer based marketing by Matthew Kranjska. Uh, I just finished reading 159 00:11:14.780 --> 00:11:17.100 this book. This is probably one of the last books I had to read before I could 160 00:11:17.100 --> 00:11:22.810 record this episode. Um, and I Gosh, this is one of those books that started 161 00:11:22.810 --> 00:11:25.500 really well. And then the farther I went through it, the more I realized 162 00:11:25.500 --> 00:11:28.850 this book, actually, in my opinion, didn't actually cover account based 163 00:11:28.850 --> 00:11:32.430 marketing. Even though the full title is buyer based marketing, widening the 164 00:11:32.430 --> 00:11:37.210 net of account based marketing. To me, it was like started off like he was 165 00:11:37.210 --> 00:11:40.970 gonna tee up how to frame up your accounts. And then he didn't ever talk 166 00:11:40.970 --> 00:11:45.350 about accounts. Hardly ever again. He actually went through and just started 167 00:11:45.350 --> 00:11:49.400 rolling out what I would be, what I would consider to be a very well done 168 00:11:49.410 --> 00:11:54.250 inbound marketing campaign. But as you know, inbound marketing is not a B M. 169 00:11:54.340 --> 00:11:59.190 Can they fit side by side? Absolutely. Should you run them side by side? Yes. 170 00:11:59.200 --> 00:12:03.050 I would definitely still do lead generation and inbound and demand gen 171 00:12:03.050 --> 00:12:06.970 and all that stuff. In addition to account based marketing. You don't have 172 00:12:06.970 --> 00:12:10.490 to, but I would, uh, you're still gonna have people coming inbound that you're 173 00:12:10.490 --> 00:12:14.750 not even aware of. Even no matter how sophisticated your tech stack is 174 00:12:14.760 --> 00:12:19.200 identifying intent and all that kind of stuff. Um, that being said, there were 175 00:12:19.200 --> 00:12:22.070 a few nuggets in this book, but I don't have enough time to get into, like, the 176 00:12:22.070 --> 00:12:25.160 few nuggets. I've just kind of giving you an overview that this is probably 177 00:12:25.170 --> 00:12:29.060 one of the last books I would recommend if you wanted to learn about account 178 00:12:29.060 --> 00:12:31.420 based marketing because it doesn't actually talk about account based 179 00:12:31.420 --> 00:12:36.680 marketing that much. Number six is no forms, no spam, no cold calls by Latin 180 00:12:36.680 --> 00:12:41.930 content. Um, fantastic book. It kind of gives, like a different angle from, 181 00:12:41.930 --> 00:12:46.130 like, a CMOs perspective. What a B m looks like and who to get involved and 182 00:12:46.130 --> 00:12:50.570 what it takes to put a B M in place. It even goes up as far as connecting it to 183 00:12:50.570 --> 00:12:54.860 the organizational strategy, Um, all the way down to the individual players 184 00:12:54.860 --> 00:13:00.300 that need to get involved kind of like, um, the demand base book. This one's 185 00:13:00.300 --> 00:13:06.390 written by Latin me is a CMO of six cents. So it kind of has that similar 186 00:13:06.390 --> 00:13:10.450 flavor but just kind of has a different approach, and I can't say this one's 187 00:13:10.450 --> 00:13:14.040 better for enterprise over the demand base book. It's just it's just 188 00:13:14.050 --> 00:13:18.200 different and how it organized the information If I had to go with if I 189 00:13:18.200 --> 00:13:22.870 had to, like, make a hard choice of one over the other. For an enterprise level 190 00:13:22.870 --> 00:13:27.690 B two B marketing situation, I'll probably gonna recommend account based 191 00:13:27.690 --> 00:13:31.570 marketing by Chris Golic or the Demand the Demand Base book. I thought it was 192 00:13:31.570 --> 00:13:35.660 a little bit more thorough and well put together, Uh, and I think would be more 193 00:13:35.660 --> 00:13:37.750 useful for an enterprise level organization. 194 00:13:39.040 --> 00:13:42.950 Number seven is the book on account based marketing by Besame Hamdi. This 195 00:13:42.950 --> 00:13:47.530 is one. I did a full episode on the shortest book by far of the whole stack, 196 00:13:47.540 --> 00:13:51.510 the easiest to read. But honestly, I think paints the best picture of 197 00:13:51.520 --> 00:13:55.450 account based marketing without even getting into much of technology. Um, I 198 00:13:55.450 --> 00:13:58.700 really liked this book, and I think this will be my top recommendation for 199 00:13:58.700 --> 00:14:02.640 anybody who's curious about it. They don't want to spend like they don't 200 00:14:02.640 --> 00:14:06.080 want to read a whole book, but they're like, Yeah, like so. Like, if they want 201 00:14:06.080 --> 00:14:09.070 to go beyond a blog post and actually get a good idea of what an account 202 00:14:09.070 --> 00:14:12.770 based marketing strategy looks like, I'm going to recommend this book every 203 00:14:12.770 --> 00:14:19.430 time by by Osama Hamdy Um that just it's just so well written in the story 204 00:14:19.440 --> 00:14:23.520 like you, you feel like you're going with him in his story like you can see 205 00:14:23.520 --> 00:14:27.070 it unfolding and his thought process. It's just it was a It was a wonderful 206 00:14:27.070 --> 00:14:31.460 book. Um, it's short. You can find it on Audible. I think it's like a 2.5 207 00:14:31.460 --> 00:14:33.770 hour book. If you listen to it on double time, it takes like an hour and 208 00:14:33.770 --> 00:14:34.560 a half to listen to. 209 00:14:36.040 --> 00:14:39.590 Number eight is unleashed possible by Samantha Stone. I just interviewed 210 00:14:39.590 --> 00:14:43.850 Samantha Stone. She is wonderful. Such a thought leader in the B two B 211 00:14:43.850 --> 00:14:49.060 marketing space and one of those those rare gems that is so good at 212 00:14:49.070 --> 00:14:54.120 understanding all the like, high level strategy, as well as connecting it down 213 00:14:54.120 --> 00:14:57.810 to the details and the dirt like you can tell, like she's spent decades at 214 00:14:57.810 --> 00:15:02.800 this and on both sides, implementing it with her own hands, writing copy, 215 00:15:02.810 --> 00:15:06.690 setting up technology as well as coming up with high level strategy for big and 216 00:15:06.690 --> 00:15:10.220 small organizations. Uh, I could feel it in the interview because I could 217 00:15:10.220 --> 00:15:12.600 Pretty. I felt like I could ask her anything, and she would have a very 218 00:15:12.600 --> 00:15:17.150 sharp answer her book unleashed Possible. It covers like a full gamut 219 00:15:17.150 --> 00:15:22.140 of B two b marketing, and it's amazing to read a book like it, because very 220 00:15:22.140 --> 00:15:27.140 few books can cover such a broad topic and still feel really actionable. And 221 00:15:27.140 --> 00:15:30.890 her book did. A big section of it covers account based marketing. She 222 00:15:30.890 --> 00:15:35.810 gives a very great perspective on account based marketing, but also what 223 00:15:35.810 --> 00:15:39.630 I love about it is it doesn't like have account based marketing by itself. She 224 00:15:39.630 --> 00:15:43.940 covers a lot of other aspects of B two B marketing and how it plays in with 225 00:15:43.950 --> 00:15:47.660 account based marketing. So if you're the kind of person like me who wear 226 00:15:47.660 --> 00:15:52.060 account based marketing is like one major section, but still just a section 227 00:15:52.140 --> 00:15:55.360 of your whole marketing plan. This book's really good. That kind of 228 00:15:55.360 --> 00:15:59.920 showing you what a full B two B marketing strategy rolled up could look 229 00:15:59.920 --> 00:16:04.340 like. Um, so I do recommend this book. If you're looking into a B M as far as 230 00:16:04.340 --> 00:16:08.060 what it can look like with alongside your other marketing, uh, strategies 231 00:16:08.740 --> 00:16:12.980 Number nine is content based network game. This was actually I know I said B 232 00:16:12.980 --> 00:16:16.280 two B s, A B M is the first book I read. This was actually the first book I read 233 00:16:16.280 --> 00:16:19.430 on account based marketing, but it's not like no one would call this an 234 00:16:19.430 --> 00:16:23.570 account based marketing book. But it is really It's actually like a very 235 00:16:23.570 --> 00:16:28.300 significant and probably my favorite tactic for implementing an account 236 00:16:28.300 --> 00:16:30.570 based what is an account based marketing strategy. In fact, when I 237 00:16:30.570 --> 00:16:33.140 first came onto sweet fish, I was trying to tell people about content 238 00:16:33.140 --> 00:16:36.970 based networking as a as a strategy, and they're like, Wait, content based 239 00:16:36.970 --> 00:16:39.950 networking. You mean content marketing? I'm like, No, it's totally different 240 00:16:39.950 --> 00:16:43.050 than just content marketing. It's content based networking, and what I 241 00:16:43.050 --> 00:16:47.470 had to start doing to explain it better to people is it's it's essentially at a 242 00:16:47.470 --> 00:16:53.520 B M play for podcasting, and then they're like, Okay, and that's I did a 243 00:16:53.520 --> 00:16:57.730 whole episode on what podcasting to look like for your A B M strategy. Um, 244 00:16:57.740 --> 00:17:02.530 but this book is It's a quick read. It's a fun read. Um, it's even better 245 00:17:02.530 --> 00:17:05.980 on audio version, though I read the paper back. I have it in my hand right 246 00:17:05.980 --> 00:17:11.359 now. Um, it's fantastic at If you're going to implement like a B M, 247 00:17:12.440 --> 00:17:15.660 I don't know, like, how do I explain this? It's It's almost like 80. The 80 248 00:17:15.660 --> 00:17:21.150 20 rule the Pareto principle applied to a B M. If you want to do and get 80% 249 00:17:21.160 --> 00:17:24.829 that you would ever get out of an A B M campaign with 20% of the effort, just 250 00:17:24.829 --> 00:17:29.280 do content based networking. Uh, start a podcast. Or you could do this with a 251 00:17:29.280 --> 00:17:33.360 blogger YouTube channel as well an interview. Ask your ideal buyers who 252 00:17:33.360 --> 00:17:38.170 are not yet customers to be on your show to get face time with them, and 253 00:17:38.170 --> 00:17:40.630 I've already covered the whole methodology in a different podcast. So 254 00:17:40.630 --> 00:17:44.720 go back and search for podcasting, A B m on sweet fish media dot com, and you 255 00:17:44.720 --> 00:17:48.380 can find how that play works out. And there's another whole blog post we've 256 00:17:48.380 --> 00:17:51.730 written on contest. Just search content based networking and you'll find the 257 00:17:51.730 --> 00:17:55.820 blog post and the Ted talk and the book and all that stuff. Um, I'm a little 258 00:17:55.820 --> 00:18:00.060 biased because James is my boss, but honestly went to work for Swedish media 259 00:18:00.060 --> 00:18:04.140 because I knew this play was so good. Um, okay, Number 10. How to get a 260 00:18:04.140 --> 00:18:08.660 meeting with anyone by Stew Henschke Um so do 261 00:18:11.140 --> 00:18:15.300 covers a variety of tactics that sales reps or marketers could use to get a 262 00:18:15.300 --> 00:18:19.110 hold of executives, which aren't always. They're not always easy to get a hold 263 00:18:19.110 --> 00:18:23.180 of, so it's kind of tricky going from the engage stage to the activate stage 264 00:18:23.180 --> 00:18:27.670 if you can't actually get ahold of them to get face time in some way. And so 265 00:18:27.740 --> 00:18:33.250 while this doesn't cover all of a B m, it is like a fantastic tactical book 266 00:18:33.260 --> 00:18:37.090 for one section of a B. M called Activate. How do you get people to move 267 00:18:37.090 --> 00:18:41.540 from? Engage to activate. This is your book. If you want to go to one on one 268 00:18:41.540 --> 00:18:45.700 engagement, this book is packed, packed with tactics that are going to be 269 00:18:45.700 --> 00:18:51.130 fantastic for any A B M play. So while it doesn't cover a strategic a bm 270 00:18:51.130 --> 00:18:55.130 approach, so many other books did that. I'm glad there's books, like how to get 271 00:18:55.130 --> 00:18:58.730 a meeting with anyone that you could like insert into your A B M library as 272 00:18:58.730 --> 00:19:03.100 like all a bunch of examples of how to use, um, how to get tactical with a B. 273 00:19:03.100 --> 00:19:03.360 M. 274 00:19:05.140 --> 00:19:10.680 And the last book is the ultimate sales machine by chat homes. Now, I would 275 00:19:10.680 --> 00:19:14.640 never have included this book in the list, but so many people, like, reached 276 00:19:14.640 --> 00:19:19.320 out to me a link to and be like, Oh, a b m s A B m s is just that What dream 277 00:19:19.320 --> 00:19:23.660 100 from Chet Holmes book. A number of people said that to me that I had to go 278 00:19:23.660 --> 00:19:27.420 and listen to the book myself, and what I discovered was really fascinating. 279 00:19:27.420 --> 00:19:31.880 The book is actually fantastic. Like if you're a fan of, um, the E myth 280 00:19:31.880 --> 00:19:37.570 revisited and you liked that book, this book would be the best part two to that 281 00:19:37.570 --> 00:19:41.350 book. It's not that it's story based, but it's very like work on your 282 00:19:41.350 --> 00:19:45.460 business, not in your business kind of a book as far as building systems. And 283 00:19:45.460 --> 00:19:50.020 while a lot of his systems are account based marketing related, a lot of them 284 00:19:50.020 --> 00:19:54.760 are. He gives a ton of tactical advice for how you should be running your 285 00:19:54.760 --> 00:19:58.920 business. Um, and a lot of it applies to account based marketing, including 286 00:19:58.920 --> 00:20:02.570 Coming Up with Your Dream 100. But But since the term account based marketing 287 00:20:02.570 --> 00:20:06.500 was actually formed way before this book was even written, I don't think 288 00:20:06.510 --> 00:20:09.540 account based marketing comes from the ultimate sales machine. Like a lot of 289 00:20:09.540 --> 00:20:12.950 people said, it's just that they a lot of people were probably introduced to 290 00:20:12.950 --> 00:20:17.640 the concept by this book. First, um, because this was a really popular 291 00:20:17.650 --> 00:20:22.380 marketing and sales book, especially when it came out in 2012 and still is. 292 00:20:22.380 --> 00:20:26.140 It's a very popular book. Um, so a lot of people are introduced to the concept 293 00:20:26.140 --> 00:20:29.700 of coming up with your dream Dream account list in this book, and he talks 294 00:20:29.700 --> 00:20:33.790 about a number of tactics in order to engage and activate those. I will say 295 00:20:33.790 --> 00:20:36.490 that this book, if you're used to account based marketing books, this 296 00:20:36.490 --> 00:20:41.270 book has a totally different flavor. It comes from a much more like direct 297 00:20:41.270 --> 00:20:48.020 marketing response marketing type background. So if you're not sure what 298 00:20:48.020 --> 00:20:51.820 direct marketing is like Google it because it has its own weird flavor to 299 00:20:51.820 --> 00:20:55.750 it, where it's very much like Infomercial Lee sounding very headline 300 00:20:55.750 --> 00:21:00.510 and copy Mark copyrighting driven, which isn't a bad thing, but it comes 301 00:21:00.510 --> 00:21:04.100 across a little bit like direct. I love direct marketing because a lot of their 302 00:21:04.100 --> 00:21:06.940 tactics are great, but at the same time, they push the envelope with direct 303 00:21:06.940 --> 00:21:10.200 marketing so hard that it feels like an infomercial Marshall and just feels a 304 00:21:10.200 --> 00:21:14.080 little cringe e at times. So that's kind of the way I get with direct 305 00:21:14.080 --> 00:21:17.520 marketing. So if you want to see direct marketing meets a B M, this book is for 306 00:21:17.520 --> 00:21:22.040 you. Um, it is very tactical, and even though it's written back in 2012, I'd 307 00:21:22.040 --> 00:21:25.570 still say a lot of the tactics in this book carry over and a lot while a lot 308 00:21:25.570 --> 00:21:30.480 Don't, um, it's still a really fun book because he's very as a copywriter. He 309 00:21:30.490 --> 00:21:34.340 writes a very punchy and fun book to kind of like go along with he really 310 00:21:34.340 --> 00:21:38.110 gets you pumped up. So and it's again full of tactics. So if you're looking 311 00:21:38.110 --> 00:21:42.230 for A B M Tactics, this is a good book for that. Um, but it isn't the origin 312 00:21:42.230 --> 00:21:48.310 of account based marketing. I think the i t. S m. A organization, whatever that 313 00:21:48.310 --> 00:21:51.300 acronym means, uh, and the practitioners guide to account based 314 00:21:51.300 --> 00:21:54.220 marketing probably accounts for where a B M actually started, or at least where 315 00:21:54.220 --> 00:21:58.480 the term was coined. I'm sure it's been going on longer than when it was first 316 00:21:58.490 --> 00:22:04.780 coined as a term. So there you have it. That's all 11 books. Um, again, I would 317 00:22:04.780 --> 00:22:07.740 recommend different books to different people for different reasons. And I 318 00:22:07.740 --> 00:22:12.420 know there's still more books to be written. John Miller, the CMO of Demand 319 00:22:12.420 --> 00:22:16.930 base I know is working on a new book. San Grimm is launching a new book, this, 320 00:22:16.940 --> 00:22:20.740 uh in March. Like in just a few weeks, and I have an interview scheduled with 321 00:22:20.740 --> 00:22:23.560 him. It's too bad I couldn't get into the February to talk about his new book, 322 00:22:23.640 --> 00:22:25.980 but I'm sure that book is gonna be really fun as well. I'll be doing a 323 00:22:25.980 --> 00:22:30.900 full overview, uh, of that with sand graham to come. Um, but this this 324 00:22:30.910 --> 00:22:35.610 category is still evolving. Uh, there's still a lot more to come. I still think 325 00:22:35.610 --> 00:22:39.550 there probably will. Somebody will write the ultimate book on a B M. Or 326 00:22:39.550 --> 00:22:44.160 maybe the term will evolve to be a B X or something else. But this I'm after 327 00:22:44.160 --> 00:22:47.610 doing this whole thing. I'm pretty sure this category is here to stay and is 328 00:22:47.610 --> 00:22:53.190 only going to get better and better. Um, all kind of save my learnings from this 329 00:22:53.190 --> 00:22:57.750 whole month of reading and interviewing and listening and playing with the 330 00:22:57.750 --> 00:23:01.610 concepts, Um, for the next episode. So stay tuned for the next episode coming 331 00:23:01.610 --> 00:23:05.700 tomorrow. That's going to be my wrap up and conclusion of this whole whole 332 00:23:05.700 --> 00:23:09.940 series. But it has been a blast, and I'm going to do another episode on my 333 00:23:09.940 --> 00:23:12.960 thoughts around reading every book on the topic, which is another topic 334 00:23:13.040 --> 00:23:18.220 totally separate from a B. M. So I'm going to save that for, uh, probably 335 00:23:18.230 --> 00:23:20.990 within the next week or two. So if you're interested in this thing of 336 00:23:20.990 --> 00:23:24.870 reading all the books, um, and why I like to read all the books now it's 337 00:23:24.870 --> 00:23:27.350 kind of become a thing for me. Then just stay tuned for that.
