487 The ABM Effect by Alisha Lyndon

The Marketing Book Podcast

Douglas Burdett

Sales, B2bmarketing, Contentmarketing, Marketing, B2bsales, Socialmedia, Business, Entrepreneurship, Digitalmarketing

4.9 • 868 Ratings

🗓️ 10 May 2024

⏱️ 60 minutes

🔗️ Recording | iTunes | RSS

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Summary

The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon

ABOUT THE BOOK:

Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation.

However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.

Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients.

Packed with real-life stories and insights, this book reveals how-to approaches for:

Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution
Removing friction from the buying processes through the alignment of selling and marketing efforts
Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships

The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.

ABOUT THE AUTHOR:

Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.

She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment.

Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft.

Alisha is also the host of the Account-Based Marketing podcast, is a regular contributor to Forbes, and is a speaker on growth topics.

And, interesting fact - she is living in the 4th house she designed herself!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/abm-effect-alisha-lyndon

Transcript

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0:00.0	This is Alicia Linden, author of the ABM effect,
0:03.6	How to Win, Retain and Grow Valuable Clients
0:06.4	for Market Beating Growth.
0:08.1	And you are listening to the Marketing Book Podcast.
0:11.5	Welcome to the Marketing Book Podcast. marketing book podcast.
0:13.0	podcast helping you keep up with the smartest thinking in the quickly changing
0:18.4	field of modern marketing.
0:20.6	And now here's your host, Douglas Perdazz.
0:24.0	Hello, thanks for joining me on the marketing book
0:25.6	podcast where every Friday I published an interview
0:27.8	with the author of a new marketing or sales book.
0:30.1	This show has been named one of the top marketing podcasts by Forbes and LinkedIn amongst others and has millions of downloads and listeners in over 185 countries.
0:39.0	Don't worry about taking notes. You can find links to everything linkable in this episode's website page at
0:43.8	marketingbook podcast dot com and since I get to read every book featured on the
0:47.9	show if I can recommend a specific marketing or sales book or any other resource I know of for whatever
0:53.8	challenge you're facing connect and message me on LinkedIn and I will do my best to
0:58.4	get you pointed in the right direction. All right let's get on with the show.
1:01.8	Today we welcome Alicia Linden to talk about her book, The Abm Effect, How to Win, Retain, and
1:07.8	grow valuable clients for market-beating growth.
1:10.4	Alicia Linden pioneered the idea of account-based marketing to drive growth in strategic
1:15.5	accounts. She is the chief executive at Momentum ITSMA, which she founded in 2011, advising
1:22.2	Global Technology Professional and Financial Services firms. founded in 2011 advising global technology professional and financial services
	...

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