Marketing Nation S1E3: ABM - The ignored hyper-growth channel | Ankit Oberoi - Zelto

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! 🎧