Brandon Redlinger
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Director of Growth @Engagio ~ Growth ~ Marketing ~ Sales ~ User Acquisition ~ If there's anything I can do to help you, let me know!
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Articles by Brandon Redlinger
5 Essential Revenue Operation Metrics for Sales and Marketing
Your revenue operations (RevOps) are essential to hitting your revenue goals. Without them, there’s no clear way to diagnose and optimize the performance of your sales and marketing efforts. In a sense, they’re like vital signs but for your company. They track metrics to measure its health and allow you to diagnose your performance, pinpoint problems, and even identify opportunities with them. I’m not the only one who’s caught on to this reality.
3 proven tactics for finding sales leads that still want to buy
30-second summary: Start by looking at the underlying foundation on which your strategy is built. Put strategy first, then figure out which tools, tactics, and campaigns will best support that strategy. Remember the following old adage that is more applicable than ever: people love to buy, but hate to be sold. You must lead with empathy and shift your focus to understanding what your buyer is going through.
The B2B Sales and Marketing Field Guide for Selling in a Pandemic
How to Pivot Strategy on a Dime and Find Sales Leads that Will Buy Waters are extremely rough in the wake of the current pandemic. This has had an immediate and substantial influence on purchasing behaviors. A company that was in the marketing for your solution only a few months ago could now be struggling to merely survive. ABM is more important than ever before in this post-apocalyptic COVID-19 world. Everyone is hypersensitive to overt sales messages, so every single interaction matters.
ABM for Sales: How Fully Adapting This Strategy Will Launch Your Revenue and Career
The verdict is in: ABM still delivers superior results. (Source: SiriusDecisions 2019 State of Account-Based Marketing Study) As a sales leader, you may be thinking that the ideas behind Account-Based Marketing isn’t new, and you’re right. Sales has always been focused on accounts. However, what’s new is the alignment of your organization around this idea. Marketing has joined the hunt for target accounts under the name Account-Based Marketing, and Sales is reaping great rewards.
Top 7 ABM Mistakes Marketers Make & How to Fix Them
Some of our biggest mistakes can teach us some of our greatest lessons. That's as true in business as it is in life. Having worked with hundreds of customers and spoken with thousands of salespeople and marketers, my colleagues and I have seen just about every account-based marketing mistake that can be made. In this article, I share some of the most common and costly mistakes marketers make when implementing and executing ABM. I will also share how you can avoid making those mistakes.
4 Ways to Deliver More Value to Customers Using ABM
ABM has been widely adopted by B2B professionals because it’s been proven to have a higher ROI than any other marketing strategy. And many of the organizations who have added an ABM function in the last handful of years are focused on new business. However, ABM supports a broad range of strategic business initiatives, including growing business in existing accounts. In other words, ABM is extremely effective when selling to your current customer base.
What B2B Marketing Tactics are working right now during COVID-19?
19 experts weigh in on what you should be doing right now to get results and hit your goals There’s one thing that’s on everybody’s mind right now – it goes by many names, but most of us know it as the coronavirus or COVID-19. In its wake, it leaves political unrest, economic downturns, and market instability. It’s had a palpable impact on the purchasing behaviors of businesses — the top priorities of companies have drastically changed from what they were just two months ago.
What B2B Marketing Tactics are working right now during COVID-19?
20 experts weigh in on what you should be doing right now to get results and hit your goals There’s one thing that’s on everybody’s mind right now – it goes by many names, but most of us know it as the coronavirus or COVID-19. In its wake, it leaves political unrest, economic downturns, and market instability. It’s had a palpable impact on the purchasing behaviors of businesses — the top priorities of companies have drastically changed from what they were just two months ago.
What is the California Consumer Privacy Act (CCPA) and How Does it Affect B2B Marketers?
The golden age for companies to collect consumer data for the purpose of marketing to those consumers is over. Only just a few short years ago, it was the wild west, where many companies cashed in at the expense of you and your data. The new era of consumer privacy regulations was ushered in by Canadian Anti-Spam Law (CASL) and the General Data Protection Regulation (GDPR) in May of 2018. However, it really hit home when Californians passed the California Consumer Privacy Act (CCPA).
How Orchestration Lets You Scale B2B Sales and Marketing
It was September 30, 1791 in Vienna, Austria. Wolfgang Amadeus Mozart stood onstage, his back towards the silent crowd. He raised his hands high in the air – paused for a moment – then in one swift motion, commanded the orchestra to life. This was the premiere of Mozart’s Die Zauberflöte (The Magic Flute), which would go on to become one of his most admired and critically acclaimed operas. Orchestration is the art of directing a performance. It’s powerful. It’s seductive.
How Do You Jumpstart Your Sales Efforts in the New Year and Uncover Hot Accounts?
The new year often brings a lot of joy. You get to look back and see everything that you’ve accomplished in the last 12 months, and you get to look ahead at the limitless possibilities that the future holds. However, there is one devastating thing that can dampen the mood for a sales rep – the fact that, at the beginning of the year, the scoreboard resets to 0.
How This Company Drove 300% Growth in 15 Months
300% growth in 15 months – it sounds like a pipe dream for most marketing and sales leaders, but for Snowflake, a cloud data warehousing company based in San Mateo, it was reality. That’s rocketship growth if I’ve ever seen it! The company is known as one of the hottest growth brands in Silicon Valley, their rapid ascent most recently marked by a $450M fund in October, 2018 led by Sequoia Capital.
How Do You Measure a Lead-Based and an Account-Based Funnel Side by Side?
For years, marketers have been trained to think in terms of leads, and we built out models to measure success and track leads as they move through the buying process. Then, a new go-to-market strategy came along called Account-Based Marketing, where everything is built around the account. People thought you had to choose between a lead-based or an account-based funnel. But the reality is that you can (and should) have both.
How Does Intent Data and ABM Work Together?
We all know ABM is one of the hottest things to come along in marketing over the last decade – everyone is talking about it, and everyone is doing it. But one of the new, hot things to come along in recent years is intent data.
7 Ways To Drive Success and Evangelize ABM Inside Your Organization
Inertia is a powerful force. Getting large objects, like a train, to move can be a herculean task. But once you get momentum on your side, it can become an unstoppable force. Account-Based Marketing can be the same way. Getting your organization to move away from your current lead generation program isn’t always easy. You can’t just tell your reps about ABM once. You can’t just shoot off one email, send one Slack message or hold one meeting.
How Do You Track Your Funnel When You Have a Non-Linear Buying Process?
Imagine you’re playing football with the ball on your own 10-yard line. Since you have a lot of ground to cover to score a touchdown, you’ll probably call more passing plays, throwing the ball to your receivers downfield because you need to cover a lot of ground. However, your play calls change if you’re on the opponent’s 10-yard line. Your receivers won’t be running deep routes.
ABM or B2B Marketing?
For as long as the term “Account-Based Marketing” (ABM) has been around, there has existed a debate about its name, history, and quite frankly, its legitimacy. People say, “sales has always been account-based, and marketing is just now catching up” or “it’s just the acronym du jour” or even “it shouldn’t be called Account-Based Marketing because it’s not just for marketers.” It’s correct that B2B sales reps have always focused on accounts.
ABM or B2B Marketing?
For as long as the term “Account Based Marketing” (ABM) has been around, there has existed a debate about its name, history, and quite frankly, its legitimacy. People say, “sales has always been account-based, and marketing is just now catching up” or “it’s just the acronym du jour” or even “it shouldn’t be called Account Based Marketing because it’s not just for marketers.” It’s correct that B2B sales reps have always focused on accounts.
10 Real-Life Examples of Proven ABM Campaigns
When done correctly, ABM consistently delivers the personal and relevant experience that customers demand. Leaders are realizing what ultimately drives growth: creating value for the customer. However, some people find the prospect of executing ABM campaigns daunting – after all, there’s a myriad of tools, processes, and people you could leverage to help you succeed. But don’t let that fool you and get in the way of seeing massive results with this powerful strategy.
The Stranger Things In B2B Marketing: 5 Ways to Avoid The Upside-Down of ABM
I’m big on taking lessons learned in one discipline and applying them to different situations. I believe when you get this cross-pollination of ideas, that’s where innovation happens (not to mention, there’s high entertainment value). I also believe you can learn lessons from everything in life, even fictional TV shows. After all, my post on 7 Lessons from Game of Thrones To Advance Your Career was my most popular blog that month.
10 Real-Life Examples of Proven ABM Campaigns
When done correctly, ABM consistently delivers the personal and relevant experience that customers demand. Leaders are realizing what ultimately drives growth: creating value for the customer. However, some people find the prospect of executing ABM campaigns daunting – after all, there’s a myriad of tools, processes, and people you could leverage to help you succeed. But don’t let that fool you and get in the way of seeing massive results with this powerful strategy.
10 Best Summer Reads for B2B Professionals
Summer is the perfect time to get lost in a good book. There’s nothing better than sitting out in the sun with a page-turner while working on that tan. Those who know me know that I’m an avid reader, which is why they constantly ask me for book recommendations. I mostly read non-fiction, but I keep my selection pretty broad, from leadership and management to behavioral psychology and economics to sales and marketing.
2019 ABM Market Research Report: New Original Research for B2B Marketing Leaders
2019 ABM Market Research Report: New Original Research for B2B Marketing Leaders Posted July 17, 2019 2019 ABM Market Research Report: New Original Research for B2B Marketing Leaders2019-07-172019-07-18/wp-content/uploads/2016/03/logo-engagio-h-teal-500.pngEngagiohttps://www.engagio.com/wp-content/uploads/2019/07/abm-2019.png200px200px The adoption of Account Based Marketing continues to rise. But, what do the best B2B organizations do to find success with ABM? Where do companies struggle most?
A Day in the Life of an ABM Marketer
Marketing is changing faster than ever before. I remember like it was yesterday when Jon Miller left Marketo, the company he founded to lead the marketing automation revolution. He left to start Engagio, and built the company on a vision in which revenue teams were accounts-based. This vision was called Account Based Marketing.
How Do You Build an ABM Coalition at Your Organization?
There’s something magical about a collection of individuals working together to become more than the sum of their parts. From legendary sports teams to the most innovative businesses, these building these teams is what we all strive for. A team built the right way can overcome impossible odds and accomplish extraordinary achievements. That said, there can be teams within teams as well. Some of the most extraordinary results have come from a smaller team within the larger organization.
Summer Series: The Best B2B Books to Help You Lead Change in Your Organization
Summer Series: The Best B2B Books to Help You Lead Change in Your Organization July 25th – August 22nd Nearly all highly successful leaders are avid readers. They all attribute their success to the knowledge they gained from reading, from Warren Buffett to Elon Musk, from Peter Thiel to Oprah. Books are the best way to develop your craft – anything from leadership to creativity to emotional intelligence.
How to Execute a World-Class Expansion Strategy with ABM
“Would you like to supersize that?” Those six words changed the way business grew revenue forever. What most don’t know is that McDonald’s wasn’t the first to implement this tactic. A man named David Wallerstein was trying to crack the code of getting more money out of his movie theater patrons. He tried all kinds of things to entice people to buy two bags of popcorn instead of one. Everyone can enjoy one bag of popcorn, however, if you buy two bags, you risk being seen as gluttonous.
It’s Time to Reinvent Marketing
In today’s day and age, with the advanced technology at our fingertips, it’s hard to imagine a world where you didn’t have a place to capture leads. It’s hard to imagine a world without a search engine that allowed you to bid for a spot to show up at the top of the results page. It’s hard to imagine a world where each lead that you captured had to be followed up with manually. That world existed in the not-so-distant past – it was just a short 13 years ago.
Top ABM Takeaways from SiriusDecisions Summit 2019
In today’s day and age, organizations must join forces to help leaders and their businesses develop a customer-obsessed strategy to drive growth. In fact, that was the theme this year at SiriusDecisions Summit 2019 – TOGETHER: Achieving High Performance by Aligning the B-to-B Revenue Engine. It’s no surprise that Account Based Marketing was, once again, a popular topic with an entire track dedicated to best practices.
How Do You Sell In The Gap?
How Do You Sell In The Gap? As a marketer, one of the fundamental beliefs that I hold is that it’s my #1 job to support the Sales team. At the end of the day, goal is the same – close more business. That’s why I love keeping up with Sales books, processes, methodologies, etc. Not only do I get more empathy and understanding of my counterparts in Sales, but I also get more respect from them. I recently read Gap Selling by Keenan, and I love how he breaks down the art of selling.
7 Lessons from Game of Thrones To Advance Your Career
Game of Thrones is one of the most highly anticipated and entertaining series this year, and arguably the most popular show of all time. But what can it teach you about how to advance your career? It turns out a lot! Business can be competitive, even cutthroat. As we head into the final season, the characters, settings, and plot twists throughout the series offer a rich education on how you can climb the career ladder.
9 Biggest ABM Myths, Busted
What you don’t know about ABM can hurt you. It can hold you back from massive success. When you have a lot of ABM “experts” pushing product and hiding behind a false brand promise, it can be tough to determine fact from fiction. That’s why in today’s vlog, I’m going to give you the straight scoop on what works—and what doesn’t—when it comes to ABM. Here are the 9 biggest ABM myths, busted. TRANSCRIPT: Here are the top myths of ABM busted. All right, ready?
9 Biggest ABM Myths, Busted
What you don’t know about ABM can hurt you. It can hold you back from massive success. When you have a lot of ABM “experts” pushing product and hiding behind a false brand promise, it can be tough to determine fact from fiction. That’s why in today’s vlog, I’m going to give you the straight scoop on what works—and what doesn’t—when it comes to ABM. Here are the 9 biggest ABM myths, busted. (Watch on YouTube) TRANSCRIPT: Here are the top myths of ABM busted. All right, ready?
How to Take a Crawl, Walk, Run Approach to ABM
I’ll never forget my first experience surfing – it was the tail end of surfing season in Nicoya Peninsula of Costa Rica. I was 19, in prime shape, and I thought to myself “how hard could it be? I’ll just rent a board and hit the waves.” With no training but plenty of hubris, I was ready to become a surfer. After hours of flailing around and getting tossed like a ragdoll by the 5-foot swells, I realized I bit of a little more than I could chew. Exhausted, I went ashore and rested.
What Makes a Good ABM Marketer?
One of the highest-leveraged activities you can do to build your ABM program and ensure success is hiring the right person to lead your ABM efforts. But the challenge is the ABM marketer is a relatively new role – how do you know what to look for? I’ve written about my thoughts on how to hire an ABM leader, but I wanted to sit down with a true OG of ABM to get his thoughts. Few (if any) know more about the topic than Rob Leavitt, Senior VP at ITSMA.
How to Take a Crawl, Walk, Run Approach to ABM
How to Take a Crawl, Walk, Run Approach to ABM Posted April 5, 2019 How to Take a Crawl, Walk, Run Approach to ABM2019-04-052019-04-06/wp-content/uploads/2016/03/logo-engagio-h-teal-500.pngEngagiohttps://www.engagio.com/wp-content/uploads/2019/04/brandon-nicole.jpg200px200px I’ll never forget my first experience surfing – it was the tail end of surfing season in Nicoya Peninsula of Costa Rica. I was 19, in prime shape, and I thought to myself “how hard could it be?
Defining Your Ideal Customer Profile and Selecting the Right Target Accounts
Defining Your Ideal Customer Profile and Selecting the Right Target Accounts Posted April 1, 2019 Defining Your Ideal Customer Profile and Selecting the Right Target Accounts2019-04-012019-04-01/wp-content/uploads/2016/03/logo-engagio-h-teal-500.pngEngagiohttps://www.engagio.com/wp-content/uploads/2019/04/icp-blog.png200px200px “Measure twice, cut once” is a great maxim for carpenters. A single imprecise cut can cost you extra time, resources and product quality.
Is Having Sales Ops, Marketing Ops and Customer Success Ops the Wrong Model?
The importance of operation is paramount to the success of your business. Without operations, it would be like running an airport without air traffic control – there would be a lot of confusion, things would break, and nothing would get done. Many of today’s modern B2B teams have realized this, so they’ve invested in sales operations teams, marketing operations teams, and even sometimes customer success operations teams. But, this is the correct model?
What Makes a Good ABM Marketer? With Rob Leavitt of ITSMA
What Makes a Good ABM Marketer? Posted March 29, 2019 What Makes a Good ABM Marketer?2019-03-292019-03-29/wp-content/uploads/2016/03/logo-engagio-h-teal-500.pngEngagiohttps://www.engagio.com/wp-content/uploads/2019/03/rob-leavitt-good-abm-marketer-social.jpg200px200px One of the highest-leveraged activities you can do to build your ABM program and ensure success is hiring the right person to lead your ABM efforts.
How Do You Design and Manage a Sales Process That Will Scale?
A recent TOPO Benchmark report found that 59% of companies don’t have a well-defined sales process. A solid sales process is essential because it is a predictable and repeatable way to guide prospects to a purchasing decision. Though it’s called a “sales” process, don’t let the name fool you – it affects all customer-facing teams. And, even if you are among the 41% that do have a well-defined process, there’s no guarantee that it will scale with you as your organization grows.
Why is the Role of Revenue Operations Critical in ABM?
Over the last few years, the term “revenue operations” (often referred to ask RevOps) has come up more and more in conversations. RevOps is how Marketing, Sales, and Customer Success operate across the full funnel to drive growth. It’s the strategic integration of those departments to provide operational efficiency. But what role does RevOps play in ABM? I asked Jason Reichl, CEO of Go Nimbly, this question.
Prophets of Profit 2019: ABM Experts Predict the Future
Organizations with visions are trailblazers. They succeed where others fail. By working towards the prospects of a different future, they are, in turn, creating the future. Having vision and foresight is a crucial component to succeeding as a business. For the third year in a row, we bring you the “prophets of profit” where we ask some of the top thinkers in B2B marketing what they believe the future holds for Account Based Marketing.
Prophets of Profit 2019: ABM Experts Predict the Future
Organizations with visions are trailblazers. They succeed where others fail. By working towards the prospects of a different future, they are, in turn, creating the future. Having vision and foresight is a crucial component to succeeding as a business. For the third year in a row, we bring you the “prophets of profit” where we ask some of the top thinkers in B2B marketing what they believe the future holds for Account Based Marketing.
How to Achieve ABM Personalization at Scale
Focusing on the customer buying experience is more important than ever. In today’s information age, buyers have more and more power over sellers. As a result, there’s an increased demand in personalized, relevant experiences.
Reporting on Marketing Programs and Planning for 2019
It’s the end of the year and you’re doing planning for 2019. How should we look do our reporting on our marketing programs so that we know where to invest in the future? Grant Grigorian, Director of Project Management at Engagio helps answer that question. He shares his thoughts about how time influences how we should be looking at our reports and making our decisions. I’ll give you an example. Let’s say this year you sponsored two events, one on January 1st, and one yesterday, Dec. 6th.
How Do You Avoid Funnel Blindness? With John Steinert, CMO of TechTarget
A lot of activity happens outside of your funnel. Customers talk to colleagues, do research on 3rd party sites, read articles written about you, or interact with any other media that you do not own. This makes it hard to track them in your funnel, thus we are all subject to “funnel blindness.” It’s a term that I’ve been hearing more recently, and I wanted to dive deeper on the subject.
Don’t Let Data Get in the Way of Executing Your ABM Programs
What if I told you that you should not trust 60% of the doctors practicing medicine? This sounds pretty terrifying, right? SiriusDecisions reports that nearly 60% of marketers consider the overall health of their data unreliable. Also terrifying. Clean, accurate and up-to-date data is the lifeblood of every high-performing sales and marketing program. It lets you deliver personal, relevant and timely messages to key accounts. Your Marketing and Sales teams are aligned.
When ABM Isn’t Working, Part 2
Not all ABM programs are successful right off the bat. It can take adjusting and fine-tuning to turn your program into a well-oiled machine. In part 1 of “When ABM Isn’t Working” we heard expert advice from Kathi Macchi, Jon Miller, Peter Herbert, Justin Gray and Joe Andrews. In part 2, the guidance continues from the paragons of profit. What do you do when ABM isn’t working?
When ABM Isn't Working, Part 2
Not all ABM programs are successful right off the bat. It can take adjusting and fine-tuning to turn your program into a well-oiled machine. In part 1 of “When ABM Isn’t Working” we heard expert advice from Kathi Macchi, Jon Miller, Peter Herbert, Justin Gray and Joe Andrews. In part 2, the guidance continues from the paragons of profit. What do you do when ABM isn’t working?
What Do You Say To Your CMO To Get Aligned?
At Engagio, we offer ample advice for Marketers who want to work more closely with their Sales team, but a question that we’ve been getting more frequently comes from the other side of the table. As Sales feels the market changing and sees the benefits of companies successfully implementing ABM, they want to know how they can approach their Marketing team. In today’s vlog, I revisited a conversation I had with Trish Bertuzzi, CEO of The Bridge Group.
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