The Magic of Account Based Marketing - Ankit Oberoi, Zelto | Marketing Nation E3 | SaasBoomi Podcast

Enjoy this 50-minute podcast where Arvind and Varun get on a call
with Ankit Oberoi to decode the dilemma of ABM, or Account Based
Marketing. Ankit, being a proponent for documentation and
structure, talks about his journey with AdPushup and how they
discovered the untapped potential of ABM in a world filled with
inbound marketing companies. Having cracked the ABM playbook
methodically, Ankit shares some gems of wisdom with Arvind and
Varun as the three of them nail down the specifics of what ABM is
and how to leverage it to engage prospective clients in ways that
really matter. 


Key Takeaways 


01:45 - Meet Ankit Oberoi! 


03:50 - The Power of ABM 


05:52 - Ankit’s tryst with ABM 


08:42 - Big companies are intimidating! 


11:38 - Identifying the right ICP for you 


14:49 - Pick an ICP for your roadmap or pick a roadmap for your
ICP? 


18:38 - Outbound vs ABM


21:06 - Structuring the Organization for ABM 


25:12 - SuperOps’ journey with ABM 


27:28 - Using a RevOps team 


33:48 - Building the ABM machine 


35:35 - Database Management at AdPushup 


39:45 - AdPushup’s channels beyond ABM 


45:48 - Planning for Zelto’s acquisition 


 


Key Mentions 


01:16 - Zelto 


02:04 - AdPushup 


03:39 - SGx 


08:41 - Kayako 


39:05 - Almabase 


41:32 - Microsoft Azure 


41:42 - Google 


44:05 - Facebook


Happy watching and listening!