Hardware Podcasts

Right People, Right Companies: How to Launch ABM as a Manufacturer w/ Sangram Vajare

The Manufacturing Executive · 25 Aug 2020 · 34m · Episode 11

What this episode covers

Sangram Vajre, co-founder of Terminus and author of 'ABM is B2B', explains Account-Based Marketing (ABM) as a focused strategy to align sales and marketing around high-value target accounts. He discusses using intent data from providers like Bombora to identify buying signals early in the process and emphasizes the importance of tiering accounts to allocate resources effectively. Vajre argues that mid-sized manufacturers with large deal sizes and long sales cycles are ideal candidates for ABM, warning against chasing vanity metrics like website traffic in favor of pipeline quality.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Terminus, Bombora, Salesforce, ExactTarget, ParDot, Gorilla 76, Home Depot, Snowflake, Promada
Products
ABM is B2B, Flip My Funnel

Related episodes from other shows

Other shows on the same ground, closest first.

  • Manufacturing Happy Hour · 32m

    143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal

    Emily Wilkins, founder of Marketing Metal, explains how job shops can build profitable brands by niching down to specific audiences rather than trying to appeal to everyone. She details the evolution of her company from a general agency to a specialized firm serving manufacturing clients, emphasizing the importance of identifying ideal customers through profitability and enjoyment metrics. Wilkins advises manufacturers to stop listing equipment and start selling services, while leveraging personal branding and community voices like Manufacturing Champions to build authority and generate real leads.

    Marketing & brandValidation & product-market fit
    9 chapters

  • Manufacturing Happy Hour · 54m

    Building an Industrial Marketing Roadmap with Joe Sullivan

    Joe Sullivan, founder of Gorilla76, explains his Industrial Marketing Roadmap for mid-sized B2B manufacturers, emphasizing the shift from viewing marketing as an expense to a sales driver through expert-led content. He details the process of identifying ideal customer profiles and extracting knowledge from internal engineers to create pillar content, citing CK Power’s successful campaign on EPA Final Tier 4 regulations as a key example. Sullivan also advises on budgeting, recommending a blend of internal resources and agency support, and highlights LinkedIn as a critical platform for both organic social sharing and targeted paid media campaigns.

    Marketing & brandDirect-to-consumer & e-commerce
    10 chapters

  • Product Startup · 20m

    133: Using Email Marketing to Sell Physical Products

    Jacob Anson, Co-Founder of AgencyJR, explains how hardware startups and small manufacturers can leverage email marketing to drive sales, emphasizing the importance of list segmentation between buyers, warm leads, and cold leads. He details strategies for acquiring emails through checkout flows, exit-intent pop-ups, and paid ads, while advocating for a 'value-value-sale' content structure to build trust. Anson recommends starting with essential automations like abandoned checkout flows and using Klaviyo as the primary software platform for managing campaigns and segmentation.

    Direct-to-consumer & e-commerceMarketing & brand
    7 chapters

  • Manufacturing Happy Hour · 57m

    228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX

    Host Chris Luecke interviews marketing leaders from SMBs and enterprises at the 2025 Industrial Marketing Summit. Rich Ward of AcroMat, Greg Knox of Knox Manufacturing Solutions, and Rachel Cossette of Rogers Machinery discuss building marketing strategies from scratch, aligning sales and marketing, and empowering sales teams on LinkedIn. Enterprise marketers Jenni Gritti of Caterpillar and Kerry Nedic of Baker Hughes explain navigating corporate policy, quiet periods, and fostering authentic video content. Finally, Steve Lamensdorf of Icreon and Jim Hessin of CADENAS PARTsolutions discuss the role of marketing technology, 3D CAD integration, and the need for decisive adoption of new tools.

    Direct-to-consumer & e-commerceMarketing & brand
    7 chapters

  • Manufacturing Happy Hour · 58m

    Leveraging Data to Stop Selling Naked | Sales & Marketing Game Changers Mini-Series | Ep. 2 of 4

    In this panel discussion, host Alison Deford and experts Mark Roberts, Ben Baker, Ray, Mark Mitchell, and Chris Luecke discuss how B2B manufacturers can stop 'selling naked' by leveraging data and customer empathy. The group identifies that sales teams are often untrained, focused on features rather than outcomes, and disconnected from marketing, leading to stalled revenue. They propose specific solutions including value proposition audits, analyzing transaction data to identify top performer traits, and aligning sales and marketing compensation to improve lead quality and conversion.

    Direct-to-consumer & e-commerceMarketing & brand
    6 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Manufacturing Executive. The episode itself belongs to its publisher.