How to Make Messaging the Core of Your ABM Strategy
- E180
- 26:53
- August 2nd 2023
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Shahin chats with Richard Jacobson, Head of Account-Based Marketing and Strategy for IBM in Asia Pacific, about how to approach messaging for your ABM strategy.
The episode covers the following:
- How to craft account messages and value props
- The 3 layers of leadership
- How to approach personalisation
- Common mistakes made while building messages
In his role, Richard is responsible for generating value for IBM’s top clients by ensuring they are experiencing the best of IBM’s thought leadership and expertise when interacting with IBM across the region.
Richard has been with IBM for over 20 years and has extensive experience in market intelligence and prior to his current role was responsible for providing both high-level and detailed market insights, analysis and advice on key issues affecting IBMs business, including growth opportunities, business risks, competitive analysis, and company policy. This input was central to IBM’s strategy development in the Asia Pacific Region.
Originally from Malaysia, Richard is based in Auckland, New Zealand.
Resources mentioned in this episode:
- Find Your Why - Simon Sinek
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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.
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APAC's B2B Growth Podcast
APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.
Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.
Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.
We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.
If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you.
Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC.
The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth.
With specialist regional expertise and hands-on execution support, xGrowth gives lean marketing teams the strategy and capacity needed to enter new markets, reach enterprise buyers and grow valuable customer relationships.
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