This week on the Kula Ring podcast we sat down with return guest Sangram Vajre, the co-founder of Terminus. He chats us through his latest book, ‘MOVE: The 4-question Go-to-Market Framework,’ which was created to propel businesses forward in their go-to-market process. Sangram pulls excerpts from this book and shares his knowledge with Jeff and Carman on how marketers can approach their go-to-market to be more intentional and make better decisions for their companies.
In another showcase of the Kula Partners team, Floyd Blaikie, Senior Strategist, explains how manufacturing marketers can benefit from developing a strategy with multi-year goals before getting started with ABM. Then with this roadmap, they can better align with sales to gain early wins. Floyd also provides tips on avoiding common ABM missteps.
In order to understand the needs of B2B prospects and reach them through marketing, how can you provide a helpful experience? In this episode of The Kula Ring, Tracy Swartzendruber, the Marketing Leader of the Power Generation and Oil & Gas division at GE Digital, talks about how UX, cultural language, and feedback can help align your marketing with the ever-evolving needs of customers.
How can B2B manufacturers scale their account-based marketing (ABM) campaigns? In this episode of The Kula Ring, Gladys Fernandez, the Director of Marketing and Demand Generation at Hitachi ABB Power Grids, talks about how she helped establish ABM at the manufacturer, from initial pilot campaigns to having every marketing campaign designed with an account-based approach. She shares best practices for creating pilot ABM campaigns and scaling efforts to larger accounts.
Like many B2B manufacturers, ARCA sells to a small number of very specific niche markets. Targeting a small list of banks and credit unions who could benefit from ARCA’s cash automation and recycling solutions, their marketing team crafted highly personalized one-to-one account-based marketing campaigns and successfully generated awareness and opportunities within key accounts. Learn how ARCA successfully piloted ABM on this week’s episode of The Kula Ring podcast.
