The value of account-based marketing (ABM) for the federal government with Aaron Heffron, Market Connections

09/29/21 • 30 min

For ABM to succeed in B2G markets, you need research to back up your strategy. On this episode of Lay of the Brand, we talk with Aaron Heffron of government-focused research firm Market Connections to learn what to look for... and how to use it to build a smarter, more effective ABM program.

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Aligning marketing and sales for B2G ABM and DBM

Account-based marketing (ABM) and deal-based marketing (DBM) are hot topics—especially for government-focused tech firms, where raising awareness and building relationships are essential to gaining trust and winning contracts.

But it isn’t just the job of marketing or sales to introduce and maintain these programs. The most successful firms know it’s a joint effort, where each team plays to their strengths. That isn’t always easy, so to look at how to make that alignment between sales and marketing work, we spoke with Anamika Gupta, Director and Head of Customer Marketing and Robert Lai, Vice President and Head of Public Sector at Fujitsu Americas.

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20. EdTech: Adapt and Evolve Your Marketing

With school districts across the country again embracing classroom learning, we're taking a look at how the marketing of educational technology (EdTech) has changed in recent times — and where EdTech marketers can find new opportunities. To give us insights and next steps for this new era, we talk with Laura Sullivan, Vice President of Marketing and Communications for PresenceLearning. Prefer to read all about it? Click here for a transcript!