Welcome to the new season of The Casted Podcast where we’re looking at the future of B2B marketing and the strategies and tactics needed to keep rising up the B2B podcast maturity curve and make your show drive your marketing strategy and revenue. In this episode, we’re starting things off with a deep dive into account-based marketing, one of the most powerful ways you can convert a prospect into a customer… if you do it right.
Casted CEO Lindsay Tjepkema interviews Jim Gilkey, Senior Account Executive at Terminus, an ABM powerhouse in the industry. What’s most amazing about Jim’s tactics is that he’s leveraging his podcast, Account Based Beverages, to build relationships with prospects before they’re ready to invest in a solution. The key for Jim? Research and meaningful personalization.
Digging into Key Takeaways
For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.
Why Building Genuine Relationships Is Essential in the B2B Marketing Landscape 👫
Despite the ever-changing nature of B2B marketing, you can’t wait until a brand comes to you looking for what you have to offer. You have to start building that relationship ahead of that moment if you want your strategy to be efficient and timely.
That’s why Jim launched his podcast Account Based Beverages and focused on podcasting’s conversational nature to tell stories that engage the audience and envelop listeners and viewers in the narrative, but it’s not just about entertainment. As Jim points out, the brands that are winning this year are the ones who educate their audience on how pain points get solved.
How Podcasting Can Amplify Your Account-Based Marketing Initiatives 🚀
ABM strategies have to avoid merely checking a box. You cannot be one thing to everybody because every brand you’re trying to target is a little different from all the rest. Jim recommends rethinking your approach to personalization and then leveraging your podcast strategy to successfully reach your audience and build a long-lasting relationship with them.
Real Connection Techniques to Avoid Superficial Personalization Within Your ABM Campaigns 💭
ABM takes time and commitment. “It’s not a light switch that you flip, and all of a sudden you have revenue coming in,” Jim says in the episode. In other words, ABM is a long play and requires consistent attention to first ensure that you are engaging your targets and then doing the research to identify those contacts, what their pain points are, what solutions they’re looking for. This is how you personalize the connection.
Interested in More from Terminus?
For more on how Terminus is owning the ABM strategy arena, be sure to visit Terminus’ website. And if you’d like to hear more on ABM — and maybe get an idea for your new favorite drink — check out Jim’s podcast Account Based Beverages.
Want to skim through Jim’s episode instead of listening? Read the transcript here.
About Season 9 of The Casted Podcast
The Casted Podcast is THE destination for the most innovative and forward-thinking marketers and podcasters in B2B. We're discussing the future of marketing, and each episode takes a deeper look at how B2B podcasts and video can be leveraged to reach revenue goals, amplify a brand’s voice in the marketplace, and ultimately drive real business results.