Every Book on ABM Compared (I Read Them All)

WEBVTT 1 00:00:00.040 --> 00:00:00.250 Mhm. 2 00:00:04.840 --> 00:00:08.750 Hey everybody Logan with sweet fish here first of all, whether you are a 3 00:00:08.760 --> 00:00:12.510 regular subscriber of GDP growth or new to the show. Thank you so much for 4 00:00:12.510 --> 00:00:17.570 hitting play on this episode. A little bit about what to expect over the next 5 00:00:17.570 --> 00:00:20.690 several weeks, we're going to be replaying some of our best episodes 6 00:00:20.690 --> 00:00:25.400 from a deep dive we did earlier this year, all about a B. M. Or account 7 00:00:25.400 --> 00:00:29.370 based marketing. If you are new to be to be or you're trying to get your A B. 8 00:00:29.370 --> 00:00:33.890 M. Efforts off the ground or really gain some traction in what you've 9 00:00:33.890 --> 00:00:38.200 started to do with a B. M. Within your organization. You are going to love 10 00:00:38.210 --> 00:00:41.780 these episodes. So over the next several weeks, expect to see two 11 00:00:41.780 --> 00:00:46.110 episodes a week here in your B two B growth feed and they will all be 12 00:00:46.110 --> 00:00:50.840 focused around a B. M. From our account based marketing. Deep dive. All right, 13 00:00:50.850 --> 00:00:52.450 let's get into the episode. 14 00:00:56.440 --> 00:01:00.260 Welcome back to another episode of BTB Growth. I'm dan Sanchez with sweet fish 15 00:01:00.260 --> 00:01:05.980 media and today is the second to last episode of this series I'm doing on 16 00:01:05.980 --> 00:01:09.950 account based marketing. If you are just tuning in towards the very end of 17 00:01:09.950 --> 00:01:14.580 the series, you have to know I've been doing a full month series in the month 18 00:01:14.580 --> 00:01:20.500 of february 2021. On the topic of account based marketing. I was new to 19 00:01:20.500 --> 00:01:23.830 account based marketing because I was kind of new to be to be in general. I'm 20 00:01:23.840 --> 00:01:28.570 from the BBC world, even doing things like nonprofit marketing, higher red 21 00:01:28.570 --> 00:01:33.110 and a bunch of different various B to see different industries. Um a little 22 00:01:33.110 --> 00:01:36.860 bit of B two B. But I'm still typically kind of the new guy to be to be and 23 00:01:36.860 --> 00:01:42.180 honestly I love it. I've B two B is fantastic. You can easily stand out by 24 00:01:42.180 --> 00:01:47.040 just applying some branding from B to C. And then you have all this amazing 25 00:01:47.040 --> 00:01:50.400 information. You have a whole extra layer on top of demographics and psycho 26 00:01:50.400 --> 00:01:54.530 graphics by adding firma graphics, even techno graphics. There's just so much 27 00:01:54.530 --> 00:01:57.480 more information out there. You can know exactly who you're selling to. You 28 00:01:57.480 --> 00:02:01.400 can literally just like right down the company's you'd like to work with and 29 00:02:01.400 --> 00:02:05.180 then go find the exact buyer on them. And because of that, I've always been 30 00:02:05.180 --> 00:02:08.580 excited about B two B. I'm like, oh my gosh, there's just so much information, 31 00:02:08.590 --> 00:02:13.240 it's so exciting. And so I wanted to do this deep dive on account based 32 00:02:13.240 --> 00:02:17.320 marketing and here I am, I'm on the second to last day reviewing the 33 00:02:17.320 --> 00:02:21.780 subject and today it's just me. And actually while I've done a few resource 34 00:02:21.780 --> 00:02:25.500 reviews throughout this series, today, I'm excited to announce that I have 35 00:02:25.500 --> 00:02:30.860 actually finished reading every single book I could find on this topic which 36 00:02:30.860 --> 00:02:35.560 turned out to be about 11 books on the topic of account based marketing. And I 37 00:02:35.560 --> 00:02:40.320 kind of wanted to do a quick review of all of them. My and I can't give a full 38 00:02:40.330 --> 00:02:44.760 full on analysis or my favorite points or even quotes from like every single 39 00:02:44.760 --> 00:02:48.040 book is this episode will be way too long. But I promise I will publish that 40 00:02:48.040 --> 00:02:51.960 is a blog post probably coming towards the end of even just the week I'm 41 00:02:51.960 --> 00:02:54.860 publishing this. So this will be on Sweet Fish Media. Just look up a B. M. 42 00:02:54.860 --> 00:02:59.510 Books on Sweet Fish Media dot com to find that um that blog post where I do 43 00:02:59.510 --> 00:03:02.780 a full breakdown side by side comparison with all my best takeaways 44 00:03:02.780 --> 00:03:06.550 from each book. But in this podcast episode, I wanted to kind of give an 45 00:03:06.550 --> 00:03:11.480 overview, a quick overview of each book and who I think therefore I am not 46 00:03:11.480 --> 00:03:16.880 afraid to say which book is my favorite. But in this particular instance, like 47 00:03:16.890 --> 00:03:20.950 for example, actually read every book on Thought leadership last year and I 48 00:03:20.950 --> 00:03:24.980 wasn't afraid to give away my three favorite of the 20 so books and and 49 00:03:24.980 --> 00:03:29.260 call out other books that were totally worthless when it came to the A. B. M. 50 00:03:29.260 --> 00:03:33.100 Books though, of these 11 books, there's not a clear winner, There's 51 00:03:33.100 --> 00:03:38.350 actually great points in most of them and they definitely did a great job and 52 00:03:38.350 --> 00:03:42.220 like most authors did a fantastic job of picking like a clear audience 53 00:03:42.230 --> 00:03:46.030 because I felt like each one has a particular segment of people they're 54 00:03:46.030 --> 00:03:51.340 they're aiming for or provide some particular framework or information 55 00:03:51.340 --> 00:03:54.790 that's valuable in and of itself that wasn't covered in other books. So 56 00:03:54.790 --> 00:03:57.810 because of that, it's really hard to just pick one as a winner. I certainly 57 00:03:57.810 --> 00:04:01.710 have my favorites. I'm a little biased though as just one person you have to 58 00:04:01.710 --> 00:04:05.460 realize sometimes when you're covering every book on the topic, your few, the 59 00:04:05.460 --> 00:04:08.870 first few you read are always the most special to you because you learned the 60 00:04:08.870 --> 00:04:11.700 most through the first few and towards the end when you're listening to the 61 00:04:11.700 --> 00:04:15.290 last ones, you're like oh I've already covered this information before. Only 62 00:04:15.300 --> 00:04:18.700 only a small fraction the book was new while this first one was really good 63 00:04:18.700 --> 00:04:22.060 because so much of it was new. Well it's because that was the first book so 64 00:04:22.060 --> 00:04:24.990 you have to take it with a grain of salt when one person like myself is 65 00:04:24.990 --> 00:04:28.710 reviewing all the books that a person like myself is always going to have a 66 00:04:28.710 --> 00:04:33.430 bias towards the first books read that being said, let's list out the books 67 00:04:33.430 --> 00:04:38.380 that I've read and then I'll go back onto each one and say my general 68 00:04:38.380 --> 00:04:41.860 thoughts on the book and who I think the book is for. So let's dive into the 69 00:04:41.860 --> 00:04:48.130 list. The first one is B two B is a B M by Sandra Vieri. Hopefully I pronounced 70 00:04:48.130 --> 00:04:52.960 your name right SAn Graham, that's a hard one. I also did another one by SAn 71 00:04:52.960 --> 00:04:56.620 Graham called account based marketing for Dummies. That was the second book. 72 00:04:56.620 --> 00:05:01.010 The third book is practitioners guide to account based marketing by Bev 73 00:05:01.010 --> 00:05:05.800 burgess And then the 4th is account based marketing by Chris Golic, Peter 74 00:05:05.800 --> 00:05:10.500 Isaacson Jessica few Ellis. The fifth book is buyer based marketing by 75 00:05:10.500 --> 00:05:16.900 Matthew Cross ca. The 6th book is no forms, no spam, no cold calls by Latin. 76 00:05:16.900 --> 00:05:21.770 Any content. The seventh book is the book on account based marketing by bus 77 00:05:21.770 --> 00:05:26.780 um hamdi The eighth book is Unleashed possible by a Samantha Stone. The ninth 78 00:05:26.780 --> 00:05:31.050 book is content based networking by James Carberry. The 10th book is how to 79 00:05:31.050 --> 00:05:36.370 get a meeting with anyone by stew Henke Henschke somewhere in that realm. Sorry 80 00:05:36.370 --> 00:05:43.560 stew and 11 is the ultimate sales machine by chat homes. Now not all of 81 00:05:43.560 --> 00:05:48.250 these books are like 100% account-based marketing. I did my best to try to 82 00:05:48.250 --> 00:05:52.570 define some parameters around the books I was I was reading I also found that 83 00:05:52.570 --> 00:05:55.680 some like unleashed possible, covered a lot of topics and account-based 84 00:05:55.680 --> 00:05:59.290 marketing was just one but it covered so well in the chapter that she gave to 85 00:05:59.290 --> 00:06:02.570 it that it was like worth bringing into the list and some are kind of like 86 00:06:02.580 --> 00:06:06.230 almost subcategories of account based marketing but we're still worth 87 00:06:06.230 --> 00:06:11.430 bringing into the list. So let's kind of cover them one by one. The first 88 00:06:11.430 --> 00:06:15.040 book I read on this topic was B two B is A B. M. Just because it was probably 89 00:06:15.040 --> 00:06:18.760 the most popular recommendation and it still is if you ask for a B. M. Book 90 00:06:18.760 --> 00:06:21.730 recommendations. Most people are going to recommend this book. This probably 91 00:06:21.730 --> 00:06:25.790 is the top selling book on a B. M. By SAn Graham. And I'd say Santorum is 92 00:06:25.790 --> 00:06:29.470 definitely one of the top thought leaders in the space as the ceo of 93 00:06:29.480 --> 00:06:35.140 terminus and he has, he's been pioneering the whole category for for 94 00:06:35.140 --> 00:06:39.950 about 56 years now and has written two books on the topic. I really like me to 95 00:06:39.950 --> 00:06:44.270 be his A B. M. Because of the team framework that became a super helpful 96 00:06:44.270 --> 00:06:48.250 framework and because I think he invented it, nobody else really touches 97 00:06:48.250 --> 00:06:51.840 it as much or at least spells it out his team. But that honestly it's such a 98 00:06:51.840 --> 00:06:55.720 simple framework and summarizes account based marketing so well that it became 99 00:06:55.720 --> 00:07:00.170 like the way I even defined and organized a lot of the episodes that I 100 00:07:00.170 --> 00:07:04.100 did over this last month. I would say like I said in the episode where I just 101 00:07:04.100 --> 00:07:07.410 did a full review on this book, you can go back into the episode archive to 102 00:07:07.410 --> 00:07:10.420 find the full review on this book. It is a little long, like it could have 103 00:07:10.420 --> 00:07:12.990 been half, about half as long. It's still covered the same amount of 104 00:07:12.990 --> 00:07:16.350 content. But if anybody wants to get started the subject, this is a great 105 00:07:16.350 --> 00:07:20.440 one. Uh same for account based marketing for Dummies by san Graham as 106 00:07:20.440 --> 00:07:24.240 well. They think the difference is, is kind of like what kind of books do you 107 00:07:24.240 --> 00:07:28.460 like to read if you like out like very detailed outlines, then the dummies 108 00:07:28.460 --> 00:07:30.830 book is gonna be great because that's kind of what dummies books do is they 109 00:07:30.830 --> 00:07:35.110 outlined the heck out of a subject and organize it really well versus B two, B 110 00:07:35.110 --> 00:07:38.410 S A B M is probably going to give more of your stories and have more case 111 00:07:38.410 --> 00:07:42.300 studies for you to look at that are more in depth and kind of give uh be 112 00:07:42.300 --> 00:07:46.220 more of like a traditional business book that way. So both are good for the 113 00:07:46.220 --> 00:07:49.680 same reasons, but they just have information just organized differently. 114 00:07:49.680 --> 00:07:53.630 So that would be my, my takeaways on those books. The practitioners guide to 115 00:07:53.630 --> 00:07:56.850 account based marketing. I just finished reading this one yesterday by 116 00:07:56.850 --> 00:08:03.140 bev burgess. This one was painful to read because it was just, it was just 117 00:08:03.140 --> 00:08:06.530 dry, I don't know what it was about the way it was written and bev if you're 118 00:08:06.530 --> 00:08:09.390 listening to this, I'm sorry, I don't I just struggled to read this book. It 119 00:08:09.390 --> 00:08:14.810 felt like reading and like 19 eighties business textbook. I don't know why it 120 00:08:14.810 --> 00:08:17.800 felt like that. It's not like the it's not like the writing was bad. The 121 00:08:17.800 --> 00:08:21.960 writing was clear and well written and articulated. It's just harder to read. 122 00:08:22.440 --> 00:08:25.520 It was just a little bit more dense and at first I thought this book was just 123 00:08:25.520 --> 00:08:28.460 going to be a complete throw away, but towards the second half of the book, it 124 00:08:28.460 --> 00:08:31.290 actually started to make sense. Like why they named this book the 125 00:08:31.290 --> 00:08:35.720 practitioners guide because this of all the books in the stack. This one 126 00:08:35.720 --> 00:08:38.980 certainly is one of the more advanced ones. And if you're an A B. M 127 00:08:38.980 --> 00:08:42.970 practitioner, this book is for you. Like if you are an A B. M. Person, like 128 00:08:42.970 --> 00:08:46.540 you have a B. M. In your job title or you know, a B M takes a significant 129 00:08:46.540 --> 00:08:50.160 part of your job. You have to read this book because it actually does break it 130 00:08:50.160 --> 00:08:55.040 down very well. Um it's very thorough. What I love about it is it's um, this 131 00:08:55.040 --> 00:08:58.560 book is actually produced. I'm pulling up the book right now, let's see by an 132 00:08:58.570 --> 00:09:04.420 organization called I T S M. A. I have no idea what that acronym stands for. 133 00:09:04.420 --> 00:09:07.340 But apparently this is the organization that actually coined the term account 134 00:09:07.340 --> 00:09:11.850 based marketing and you can tell that this book is thorough and weighty 135 00:09:11.850 --> 00:09:15.780 because it provides a lot of first hand research they've done with their own, I 136 00:09:15.780 --> 00:09:20.910 don't know with their own crowd or members. So it's got a lot of hard 137 00:09:20.920 --> 00:09:27.700 facts and data about the topic. It also has a huge amount of very thorough case 138 00:09:27.700 --> 00:09:32.270 studies which can be a little much to read in the case study format. But if 139 00:09:32.270 --> 00:09:36.340 you're a practitioner, it's always hard to find like first hand data and case 140 00:09:36.340 --> 00:09:38.870 studies that are this good. So if you're a practitioner, this book is 141 00:09:38.870 --> 00:09:43.730 golden, You really should read it. It's dense, it's not the most like flavorful 142 00:09:43.740 --> 00:09:49.340 read. It's more of a state dinner than it is. Like a hot fudge sundae. Okay, 143 00:09:49.350 --> 00:09:53.230 so well done. Bev on putting together a very thorough guide for practitioners 144 00:09:53.230 --> 00:09:56.700 who are actually in the space full time of A B. M. That's what this book is 145 00:09:56.700 --> 00:10:00.970 good for. The next one is account based marketing by chris, Golic, Peter, 146 00:10:00.970 --> 00:10:05.310 Isaacson and Jessica fuel s. This book is like the book written by these are 147 00:10:05.310 --> 00:10:09.970 the demand base guys which demand base is probably like the most enterprise 148 00:10:09.970 --> 00:10:14.200 level tech stack for A B. M. Practitioners, very expensive but very 149 00:10:14.200 --> 00:10:19.200 thorough and well put together. These guys have been doing a B. M for quite a 150 00:10:19.200 --> 00:10:23.300 while now and I would say this book is really good for people who want to 151 00:10:23.300 --> 00:10:27.190 explore what A B. M. Could look like. Rolling, especially rolling it out in 152 00:10:27.190 --> 00:10:31.830 their organization. If you are a very big company, like if you're a Fortune 153 00:10:31.830 --> 00:10:35.510 500 this is definitely the book for you. If you're looking at a B. M, like you 154 00:10:35.510 --> 00:10:39.540 really shouldn't be looking at other books. This is this is the book, it 155 00:10:39.540 --> 00:10:43.160 almost gives less a BM tactics. So it's full of A B. M tactics and actually 156 00:10:43.160 --> 00:10:46.840 shows you how to implement a B. M. From a change management perspective. This 157 00:10:46.840 --> 00:10:50.810 book does a fantastic job of showing you how to roll this out, how to assess 158 00:10:50.810 --> 00:10:54.270 the organization. If it's ready people, you need to get involved, all the 159 00:10:54.270 --> 00:10:57.080 departments to consider all the research you need to do ahead of time, 160 00:10:57.080 --> 00:11:02.050 how to do a very controlled test for your organization and then it does, it 161 00:11:02.050 --> 00:11:06.680 doesn't like cram like its technology down your throat. It's very good at 162 00:11:06.680 --> 00:11:10.470 just leaving it to the subject matter itself. Um, it does talk about 163 00:11:10.470 --> 00:11:14.470 technology towards the end of the book, but in, in not doing away that even 164 00:11:14.470 --> 00:11:18.700 pitches demand base as hard as they could have. So a very great book for 165 00:11:18.700 --> 00:11:24.390 that. Hey, everybody Logan with sweet fish here. If you've been listening to 166 00:11:24.390 --> 00:11:28.370 the show for a while, you know, where big proponents of putting out original 167 00:11:28.380 --> 00:11:32.420 organic content on linked in. But one thing that's always been a struggle for 168 00:11:32.420 --> 00:11:37.090 a team like ours is to easily track the reach of that linked in content. That's 169 00:11:37.090 --> 00:11:40.400 why I was really excited when I heard about shield the other day from a 170 00:11:40.400 --> 00:11:44.930 connection on you guessed it linked in since our team started using shield. 171 00:11:44.940 --> 00:11:49.300 I've loved how it's led us easily track and analyze the performance of 172 00:11:49.300 --> 00:11:53.480 Arlington content without having to manually log it ourselves. It 173 00:11:53.490 --> 00:11:56.860 automatically creates reports and generate some dashboards that are 174 00:11:56.860 --> 00:12:01.110 incredibly useful to see things like what contents been performing the best 175 00:12:01.120 --> 00:12:04.660 and what days of the week are we getting the most engagement and aren't 176 00:12:04.660 --> 00:12:08.490 average views per post, I highly suggest you guys check out this tool. 177 00:12:08.500 --> 00:12:11.850 If you're putting out content on linkedin and if you're not, you should 178 00:12:11.850 --> 00:12:17.260 be. It's been a game changer for us. If you go to shield app dot Ai and check 179 00:12:17.260 --> 00:12:22.110 out the 10 day free trial, you can even use our promo code B two B growth to 180 00:12:22.110 --> 00:12:28.810 get a 25% discount again, that's shield app dot AI. And that promo code is B 181 00:12:28.820 --> 00:12:33.260 the number two. The growth. All one word. All right, let's get back to the 182 00:12:33.260 --> 00:12:43.900 show. The fifth book is buyer based marketing by Matthew Kranjska. I just 183 00:12:43.900 --> 00:12:46.140 finished reading this book. This is probably one of the last books I had to 184 00:12:46.140 --> 00:12:49.920 read before. I could record this episode and I got this is one of those 185 00:12:49.920 --> 00:12:52.650 books that started really well. And then the farther I went through it, the 186 00:12:52.650 --> 00:12:56.170 more I realized this book actually in my opinion, didn't actually cover 187 00:12:56.170 --> 00:12:59.700 account based marketing, even though the full title is buyer based marketing 188 00:12:59.700 --> 00:13:04.270 widening the net of account based marketing. To me, it was like started 189 00:13:04.270 --> 00:13:07.970 off like he was gonna tee up how to frame up your accounts and then he 190 00:13:07.970 --> 00:13:12.490 didn't ever talk about accounts hardly ever again. He actually went through 191 00:13:12.490 --> 00:13:16.490 and just started rolling out what I would consider to be a very well done 192 00:13:16.500 --> 00:13:21.260 inbound marketing campaign. But as you know, inbound marketing is not a B M 193 00:13:21.340 --> 00:13:26.210 can they fit side by side. Absolutely. Should you run them side by side. Yes, 194 00:13:26.220 --> 00:13:30.060 I would definitely still do lead generation and inbound and demand gen 195 00:13:30.060 --> 00:13:33.980 and all that stuff in addition to account based marketing, you don't have 196 00:13:33.980 --> 00:13:36.990 to, but I would, you're still gonna have people coming inbound that you're 197 00:13:36.990 --> 00:13:40.790 not even aware of even no matter how sophisticated your tech stack is 198 00:13:40.800 --> 00:13:44.870 identifying intent and all that kind of stuff that being said, there were a few 199 00:13:44.870 --> 00:13:47.660 nuggets in this book, but I don't have enough time to get into like the few 200 00:13:47.660 --> 00:13:51.050 nuggets. I've just kind of giving you an overview that this is probably one 201 00:13:51.050 --> 00:13:54.350 of the last books I would recommend if you wanted to learn about account based 202 00:13:54.350 --> 00:13:57.130 marketing because it doesn't actually talk about account based marketing that 203 00:13:57.130 --> 00:14:01.800 much. Number six is no forms, no spam, no cold calls by latin economy. 204 00:14:01.810 --> 00:14:06.690 Fantastic book. It kind of gives like a different angle from like a cmos 205 00:14:06.690 --> 00:14:10.600 perspective what A B. M. Looks like and who to get involved and what it takes 206 00:14:10.600 --> 00:14:14.650 to put a B. M in place. It even goes up as far as connecting it to the 207 00:14:14.650 --> 00:14:18.540 organizational strategy all the way down to the individual players that 208 00:14:18.540 --> 00:14:23.400 need to get involved. Kind of like the demand base book. This one's written by 209 00:14:23.410 --> 00:14:29.990 Latin me is a CMO of six cents. So it kind of has that similar flavor but 210 00:14:29.990 --> 00:14:33.480 just kind of has a different approach and I can't say this one's better for 211 00:14:33.480 --> 00:14:37.750 enterprise over the demand base book, it's just, it's just different in how 212 00:14:37.750 --> 00:14:41.820 it organized the information. If I had to make a hard choice of one over the 213 00:14:41.820 --> 00:14:47.210 other for an enterprise level B two B marketing situation, I'll probably 214 00:14:47.210 --> 00:14:51.300 gonna recommend account based marketing by chris Golic or the demand base book. 215 00:14:51.300 --> 00:14:54.440 I thought it was a little bit more thorough and well put together and I 216 00:14:54.440 --> 00:14:58.160 think would be more useful for an enterprise level organization. Number 217 00:14:58.160 --> 00:15:02.060 seven is the book on account-based marketing by besame Hamdi. This is one 218 00:15:02.060 --> 00:15:06.550 I did a full episode on the shortest book by far of the whole stack, the 219 00:15:06.550 --> 00:15:10.360 easiest to read. But honestly, I think paints the best picture of 220 00:15:10.370 --> 00:15:13.730 account-based marketing without even getting into much of technology. I 221 00:15:13.730 --> 00:15:16.970 really liked this book and I think this will be my top recommendation for 222 00:15:16.970 --> 00:15:20.830 anybody who's curious about it. They don't want to spend like they don't 223 00:15:20.830 --> 00:15:23.940 want to read a whole book, but they're like yeah, like like if they want to go 224 00:15:23.940 --> 00:15:26.890 beyond a blog post and actually get a good idea of what an account based 225 00:15:26.890 --> 00:15:31.020 marketing strategy looks like I'm going to recommend this book every time by by 226 00:15:31.020 --> 00:15:36.410 Osama Hamdy. It's just so well written in the story. Like you feel like you're 227 00:15:36.410 --> 00:15:39.970 going with him in his story like you can see it unfolding and his thought 228 00:15:39.970 --> 00:15:43.450 process. It's just it was a wonderful book. It's short, you can find it on 229 00:15:43.450 --> 00:15:46.710 audible. I think it's like a 2.5 hour book. If you listen to it on double 230 00:15:46.710 --> 00:15:50.060 time, it takes like an hour and a half to listen to number eight is unleashed 231 00:15:50.060 --> 00:15:53.900 possible by Samantha Stone. I just interviewed Samantha Stone. She is 232 00:15:53.910 --> 00:15:57.660 wonderful. Such a thought leader and the B two B marketing space and one of 233 00:15:57.660 --> 00:16:03.840 those, those rare gems. That is so good at understanding all the like high 234 00:16:03.840 --> 00:16:07.700 level strategy as well as connecting it down to the details in the dirt. Like 235 00:16:07.700 --> 00:16:12.100 you can tell like she's spent decades at this and on both sides implementing 236 00:16:12.100 --> 00:16:16.750 it with her own hands writing, copy, setting up technology as well as coming 237 00:16:16.750 --> 00:16:20.660 up with high level strategy for big and small organizations. I could feel it in 238 00:16:20.660 --> 00:16:23.350 the interview because I could pretty I felt like I could ask her anything and 239 00:16:23.350 --> 00:16:27.300 should have a very sharp answer. Her book unleashed possible. It covers like 240 00:16:27.300 --> 00:16:31.330 a full gamut of B two B. Marketing and it's amazing to read a book like it 241 00:16:31.330 --> 00:16:36.300 because very few books can cover such a broad topic and still feel really 242 00:16:36.300 --> 00:16:40.680 actionable. And her book did a big section of it covers account based 243 00:16:40.680 --> 00:16:44.780 marketing. She gives a very great perspective on account based marketing 244 00:16:44.790 --> 00:16:48.570 but also what I love about it is it doesn't like have account based 245 00:16:48.570 --> 00:16:52.930 marketing by itself. She covers a lot of other aspects of B two B. Marketing 246 00:16:52.930 --> 00:16:56.630 and how it plays in with account based marketing. So if you're the kind of 247 00:16:56.630 --> 00:17:00.540 person like me who are where account based marketing is like one major 248 00:17:00.540 --> 00:17:04.280 section but still just a section of your whole marketing plan. This book is 249 00:17:04.280 --> 00:17:08.990 really good. It kind of showing you what a full B two B marketing strategy 250 00:17:09.000 --> 00:17:12.569 rolled up could look like. So I do recommend this book if you're looking 251 00:17:12.569 --> 00:17:15.960 into A B. M. As far as what it could look like with alongside your other 252 00:17:15.960 --> 00:17:20.250 marketing strategies. Number nine is content based network game. This was 253 00:17:20.250 --> 00:17:23.940 actually, I know I said B. Two B. S. A. B. M. Is the first book I read. This 254 00:17:23.940 --> 00:17:26.960 was actually the first book I read on account based marketing but it's not 255 00:17:26.960 --> 00:17:30.390 like no one would call this an account based marketing book but it is really 256 00:17:30.400 --> 00:17:36.060 it's actually like a very significant and probably my favorite tactic for 257 00:17:36.060 --> 00:17:39.090 implementing an account based what is an account based marketing strategy. In 258 00:17:39.090 --> 00:17:41.620 fact when I first came onto sweet fish I was trying to tell people about 259 00:17:41.620 --> 00:17:45.300 content based networking as a as a strategy and they're like wait content 260 00:17:45.300 --> 00:17:48.300 based networking. You mean content marketing? I'm like no it's totally 261 00:17:48.300 --> 00:17:51.600 different than just content marketing. It's content based networking. And what 262 00:17:51.600 --> 00:17:54.860 I had to start doing to explain it better to people is it's it's 263 00:17:54.860 --> 00:18:01.080 essentially a B. M. Play for podcasting and then they're like okay and that's I 264 00:18:01.080 --> 00:18:04.760 did a whole episode on what podcasting to look like for your A. B. M. Strategy. 265 00:18:04.940 --> 00:18:09.320 But this book is it's a quick read. It's a fun read. It's even better on 266 00:18:09.330 --> 00:18:13.010 audio version though I read the paper back, I have it in my hand right now. 267 00:18:13.020 --> 00:18:17.180 It's fantastic. If you're going to implement like a B. M. I don't know 268 00:18:17.180 --> 00:18:20.520 like how do I explain this? It's it's almost like 80 to the 80 20 rule. The 269 00:18:20.520 --> 00:18:25.670 Pareto principle applied to A. B. M. If you want to do and get 80 that you 270 00:18:25.670 --> 00:18:28.990 would ever get out of an A B. M. Campaign with 20% of the effort. Just 271 00:18:28.990 --> 00:18:32.630 do content based networking. Start a podcast. Or you could do this with a 272 00:18:32.630 --> 00:18:36.720 blogger Youtube channel as well. An interview. Ask your ideal buyers who 273 00:18:36.720 --> 00:18:41.450 are not yet customers to be on your show to get face time with them. And 274 00:18:41.450 --> 00:18:43.910 I've already covered the whole methodology in a different podcasts. So 275 00:18:43.910 --> 00:18:48.000 go back and search for podcasting A. B. M. On sweet fish media dot com and you 276 00:18:48.000 --> 00:18:51.660 can find how that play works out. And there's another whole blog post we've 277 00:18:51.660 --> 00:18:55.010 written on contest. Just search content based networking and you'll find the 278 00:18:55.010 --> 00:18:58.360 blog post and the ted talk and in the book and all that stuff. I'm a little 279 00:18:58.360 --> 00:19:02.600 biased because James is my boss but honestly went to work for Swedish media 280 00:19:02.600 --> 00:19:06.400 because I knew this play was so good. Okay, number 10, how to get a meeting 281 00:19:06.400 --> 00:19:12.550 with anyone by Stew Henschke. Now stew covers a variety of tactics that sales 282 00:19:12.550 --> 00:19:16.890 reps or marketers could use to get a hold of executives which aren't always, 283 00:19:16.890 --> 00:19:19.650 they're not always easy to get a hold of. So it's kind of tricky going from 284 00:19:19.650 --> 00:19:23.660 the engage stage to the activate stage if you can't actually get ahold of them 285 00:19:23.660 --> 00:19:28.860 to get face time in some way. And so while this doesn't cover all of a B. M. 286 00:19:28.870 --> 00:19:34.090 It is like a fantastic tactical book for one section of A. B. M. Called 287 00:19:34.100 --> 00:19:38.570 activate. How do you get people to move from engage to activate? This is your 288 00:19:38.570 --> 00:19:42.390 book, if you want to go to one on one engagement. This book is packed packed 289 00:19:42.390 --> 00:19:47.450 with tactics that are going to be fantastic for any A B. M. Play. So 290 00:19:47.450 --> 00:19:51.700 while it doesn't cover a strategic A BM approach, so many other books did that, 291 00:19:51.700 --> 00:19:54.400 I'm glad there's books like how to get a meeting with anyone that you could 292 00:19:54.400 --> 00:19:58.310 like insert into your A B. M. Library as like all a bunch of examples of how 293 00:19:58.310 --> 00:20:04.260 to use how to get Tactical with a B. M. And the last book is the ultimate sales 294 00:20:04.260 --> 00:20:08.230 machine by chat homes. Now, I would never have included this book in the 295 00:20:08.230 --> 00:20:12.710 list. But so many people like reached out to me on linkedin be like, oh a B M. 296 00:20:12.710 --> 00:20:17.940 S. A B. M. S is just that what dream 100 from Chet Holmes book a number of 297 00:20:17.940 --> 00:20:21.480 people said that to me that I had to go and listen to the book myself and what 298 00:20:21.480 --> 00:20:25.180 I discovered was really fascinating. The book is actually fantastic. Like if 299 00:20:25.180 --> 00:20:30.220 you're a fan of um the e myth revisited and you liked that book, this book 300 00:20:30.220 --> 00:20:34.030 would be the best part two to that book. It's not that it's story based, but 301 00:20:34.030 --> 00:20:38.230 it's very like work on your business, not in your business. Kind of a book as 302 00:20:38.230 --> 00:20:42.660 far as building systems. And while a lot of his systems are account based 303 00:20:42.660 --> 00:20:48.600 marketing related, a lot of them are, he gives a ton of tactical advice for 304 00:20:48.600 --> 00:20:51.950 how you should be running your business. And a lot of it applies to account 305 00:20:51.950 --> 00:20:55.440 based marketing including coming up with your Dream 100. But but since the 306 00:20:55.450 --> 00:20:58.520 term account based marketing was actually formed way before this book 307 00:20:58.520 --> 00:21:02.270 was even written, I don't think account based marketing comes from the ultimate 308 00:21:02.270 --> 00:21:05.130 sales machine. Like a lot of people said it's just that they, a lot of 309 00:21:05.130 --> 00:21:09.690 people are probably introduced to the concept by this book first because this 310 00:21:09.690 --> 00:21:13.240 was a really popular marketing and sales book, especially when it came out 311 00:21:13.240 --> 00:21:17.450 in 2012 and still is, it's very popular book. So a lot of people are introduced 312 00:21:17.450 --> 00:21:21.230 to the concept of coming up with your dream dream account list in this book 313 00:21:21.230 --> 00:21:24.850 and he talks about a number of tactics in order to engage and activate those. 314 00:21:24.860 --> 00:21:28.240 I will say that this book if you're used to account based marketing books. 315 00:21:28.240 --> 00:21:32.360 This book has a totally different flavor. It comes from a much more like 316 00:21:32.440 --> 00:21:39.010 direct marketing response marketing type background. So if you're not sure 317 00:21:39.010 --> 00:21:42.760 what direct marketing is, like google it because it has its own weird flavor 318 00:21:42.760 --> 00:21:46.890 to it, where it's very much like infomercial lee sounding very headline 319 00:21:46.890 --> 00:21:51.320 and copyrighting driven, which isn't a bad thing, but it comes across a little 320 00:21:51.320 --> 00:21:54.180 bit like direct. I love direct marketing because a lot of their 321 00:21:54.180 --> 00:21:57.020 tactics are great. But at the same time they push the envelope with direct 322 00:21:57.020 --> 00:22:00.140 marketing so hard that it feels like an infomercial. It just feels a little 323 00:22:00.150 --> 00:22:04.100 cringe e at times. So that's kind of the way I get with direct marketing. So 324 00:22:04.100 --> 00:22:07.780 if you want to see direct marketing meets a B. M. This book is for you. It 325 00:22:07.780 --> 00:22:11.630 is very tactical. And even though it's written back in 2012, I'd still say a 326 00:22:11.630 --> 00:22:15.910 lot of the tactics in this book carry over and a lot. Well I don't it's still 327 00:22:15.910 --> 00:22:19.940 a really fun book because he's very as a copywriter, he writes a very punchy 328 00:22:19.940 --> 00:22:24.330 and fun book to kind of like go along with. He really gets you pumped up. So 329 00:22:24.330 --> 00:22:27.410 and it's again full of tactics. So if you're looking for a B. M. Tactics, 330 00:22:27.420 --> 00:22:30.670 this is a good book for that. But it isn't the origin of account based 331 00:22:30.670 --> 00:22:36.580 marketing. I think the I. T. S. M. A. Organization whatever that acronym 332 00:22:36.580 --> 00:22:39.450 means and the practitioners guide to account based marketing. Probably 333 00:22:39.450 --> 00:22:42.770 accounts for where A B. M. Actually started or at least where the that term 334 00:22:42.770 --> 00:22:46.420 was coined. I'm sure it's been going on longer than When it was first coined as 335 00:22:46.420 --> 00:22:51.300 a term. So there you have it, that's all 11 books. Again. I would recommend 336 00:22:51.300 --> 00:22:54.320 different books to different people for different reasons and I know there's 337 00:22:54.320 --> 00:22:59.030 still more books to be written John Miller. The CMO of demand base I know 338 00:22:59.030 --> 00:23:03.940 is working on a new book, San Grimm is launching a new book. This the in March 339 00:23:03.950 --> 00:23:06.900 like in just a few weeks and I have an interview scheduled with him. It's too 340 00:23:06.900 --> 00:23:09.980 bad. I couldn't get into february to talk about his new book but I'm sure 341 00:23:09.980 --> 00:23:13.240 that book is gonna be really fun as well. I'll be doing a full overview of 342 00:23:13.240 --> 00:23:17.710 that with Sand Graham to come. But this this category is still evolving, 343 00:23:17.720 --> 00:23:20.990 there's still a lot more to come. I still think there probably will, 344 00:23:20.990 --> 00:23:25.030 somebody will write the ultimate book on a B. M. Or maybe the term will 345 00:23:25.030 --> 00:23:29.450 evolve to be a B. X. Or something else. But this I'm after doing this whole 346 00:23:29.450 --> 00:23:33.020 thing. I'm pretty sure this category is here to stay and is only going to get 347 00:23:33.020 --> 00:23:37.970 better and better. All kind of save my learnings from this whole month of 348 00:23:37.980 --> 00:23:42.870 reading and interviewing and listening and playing with the concepts for the 349 00:23:42.870 --> 00:23:46.330 next episode. So stay tuned for the next episode, coming tomorrow. That's 350 00:23:46.330 --> 00:23:50.520 going to be my wrap up and conclusion of this whole whole series. But it has 351 00:23:50.520 --> 00:23:54.290 been a blast and I'm going to do another episode on my thoughts around 352 00:23:54.290 --> 00:23:58.030 reading every book on the topic, which is another topic totally separate from 353 00:23:58.040 --> 00:24:02.550 a B. M. So I'm going to save that for probably within the next week or two. 354 00:24:02.550 --> 00:24:06.570 So if you're interested in this thing of reading all the books and why I like 355 00:24:06.570 --> 00:24:09.450 to read all the books now, it's kind of become a thing for me then just stay 356 00:24:09.450 --> 00:24:15.980 tuned for that. Are you on linkedin? That's a stupid question. Of course 357 00:24:15.980 --> 00:24:19.810 you're on linkedin. Here's sweet fish. We've gone all in on the platform. 358 00:24:19.850 --> 00:24:23.660 Multiple people from our team are creating content there. Sometimes it's 359 00:24:23.660 --> 00:24:28.000 a funny gift for meme. Other times it's a micro video or a slide deck and 360 00:24:28.000 --> 00:24:31.940 sometimes it's just a regular old status update that shares their unique 361 00:24:31.950 --> 00:24:36.320 point of view on B two B marketing leadership or their job function. We're 362 00:24:36.320 --> 00:24:40.550 posting this content through their personal profile, not our company page 363 00:24:40.570 --> 00:24:44.640 and it would warm my heart and soul if you connected with each of our 364 00:24:44.640 --> 00:24:48.750 evangelists, we'll be adding more down the road, but for now you should 365 00:24:48.750 --> 00:24:53.910 connect with Bill, read our ceo Kelcy Montgomery, our Creative director dan 366 00:24:53.910 --> 00:24:57.660 Sanchez, our director of audience growth Logan Lyles, our director of 367 00:24:57.660 --> 00:25:01.900 partnerships and me James Carberry, We're having a whole lot of fun on 368 00:25:01.900 --> 00:25:05.210 linked in pretty much every single day and we'd love for you to be a part of 369 00:25:05.210 --> 00:25:06.860 it. Mm.