If you work at a B2B company with an average deal size of $25k or more, you probably heard the phrase Account-Based Marketing (ABM) a lot in your 2020 planning and sales kick-off. Now it’s on you to wave a magic wand and build...
You would never expect a sales rep to walk into a customer meeting, cover their ears, shout from a script — and somehow sell a lot of stuff. Turns out a website that shows the same message to everyone regardless of who they are doesn’t do too well either.
Prior to joining Social Capital as an EIR, I led marketing at Gusto and helped scale the company from approximately 10 to 500 employees. One of my favorite things about Gusto was how values-driven we were. Not only did we articulate our values, we operationalized...