How to Become a Successful Account-Based Marketing (ABM) Talent with Nick Bennett
If you are in the B2B tech industry, then you might have heard of Account-Based Marketing (ABM)
But what do they do? That’s exactly the same question that I had when hearing about this specific marketing career path for the first time.
In our first Awaken Career Chat interview series, I invited Nick Bennett - Director of ABM & Community at Alyce, to help marketers learn about Account-Based marketers’ day-to-day tasks and essential skills that they need to have.
We also talk about how to use LinkedIn strategically in their job search, why he loves the start-up environment, and his advice on using video marketing to increase your response rate from potential employers.
Besides his day job, Nick also posts daily LinkedIn content to share his ABM knowledge with the community, host a Podcast with other marketers to discuss marketing topics, and create events to gather ABM professionals together.
In this interview, you will learn:
What is Account-Based Marketing? What do the day-to-day tasks look like for this type of job?
Why does he love scrappy start-up environments over structured enterprises?
3 important skills that Account-Based Marketing (ABM) talents need
How to use LinkedIn strategically in your job search and how to use creative ideas to stand out in the job market
Here’s a glance at this interview…
[2:03] Lydia: Why do you love start-ups, and what makes you wake up every day and do the work?
Nick: In the start-up world, equity is part of your package for the most part. And honestly, you are a stakeholder of the company, and you feel so much more involved. Because at the end of the day if they IPO or get acquired or whatever it is. Your long-term success is you could monetize it based on the package that you have for yourself.
And It’s also exciting because you get to wear different types of hats. It’s not very 9-5 show up and do the same thing every single day, and you get to try different things…
[7:32]Lydia: What do the day-to-day task look like for ABM-related positions?
Nick: It could be a variety of different things. You could own your strategic sales segment of top-tier accounts. For example, you could own 50 accounts across strategic segments, and you have to work with sales to develop that list then create a customized plan for each of the accounts...
[10:05] Lydia: What are the top 3 skills you are looking for when hiring ABM talents?
Nick: I think relationship building or valuing relationships is one of the biggest things. Because let’s be honest - between marketing and sales, the relationship is the biggest thing. The second thing I would say is being curious…
[17:39] Lydia: What’s one career advice that you can give marketing professionals so that they can stand out in the talent pool?
Nick: You know I have to go down the LinkedIn path on this. Because so many marketers, like we said, aren’t posting content on LinkedIn. If you want to stick out, find out who the hiring manager for the role is...
