Description

In this episode of Scrappy ABM, host Mason Cosby interviews Blake Williams who is the founder and CEO of Ampfactor. They discuss creative and budget-friendly strategies for leveraging account-based marketing (ABM) through partnership channels. Blake provides a playbook for how smaller organizations with limited resources can partner with key influencers at target accounts to create custom content and expand their brand presence.

Key Discussion Points:

• The mindset for ABM through partnerships should be maximizing leverage to get an outsized return. Look to "borrow" the trust and awareness that partners have already built
• Outline of the partnership influencer playbook. Focus on creating content together with partners for mutual target audiences to generate first-party data on what those accounts want/need
• Key steps: Identify rising star sellers as partners, sponsor them to create content tailored to their networks, and handle production but require them to distribute. Start with a pilot
• This gets your brand directly into the minds of buyers and creates a one-to-many impact as those sellers promote your brand
• Results include a high volume of introductions to target accounts. One customer went from 1-2 introductions per quarter to 12 in the first month.