Industrial Marketer
Industrial Marketer
5 Things You Can Do to Prepare for Account Based Marketing
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
Account Based Marketing (ABM) is not based on nurturing leads, but on nurturing accounts. It’s about working through the many relationships in the complex industrial buying journey: the decision maker, the end user, the influencer, the CFO, the procurement department, etc. Joey and Nels explain in the latest episode of the Industrial Marketer podcast.
Welcome back listeners to another episode of the industrial Marketer Podcast your place for the tips tech trends and tactics for industrials who care about driving leads to their companies. I am one of your hosts Joey Straughn huge fan of marketing and digital tactics. Industrial marketer advocate through and through and as always, I am joined by my cohort Nels Nels he knows the spells Jensen, how are you my dear friends?
Nels Jensen:I'm doing very well. Thank you.
Joey Strawn:Oh, that that's good. I'm still I'm still hobbling around after I sprained my ankle in my the other day is such a good thing that I work at a job where I could just sit down most of the day so it's nice. It's it's good that like, I can still twist my ankle and not not be able to talk about what a ABM is with people. Because that's what we really wanted. You know, this is our quarter of sales where we're keeping the truck going driving a conversation about sales and how industrials and b2b companies really are helping their sales processes ideally with digital channels digital tools and integrated with their digital marketing teams but that's what we're focused on this quarter. So now when we started decide to talk about ABM I got a little I got a little giddy. It's kind of like, you know, it's it's a buzzword town, you know, Barbara brown, brown, brown buzzword alert, we're talking about, you know, Account Based Marketing ABM. Aren't you excited? Now? Everybody's talking about ABM.
Nels Jensen:Yeah, well, I kind of am the one who's gonna limp his way through this one. Because I really don't know as much about the subject as I probably should. Right. I kind of live in the content world and, you know, spend a lot of time on tasks and on execution. Right.
Joey Strawn:Right. You may the things you make may ladder up into the account, oh, shortcutting world. But yeah,
Nels Jensen:But it's a different kind of, but I love strategy. And, and this is all about a different, you know, strategic approach. So let's dive in. This is going to be good.
Joey Strawn:All right. Well, you know what, let's, you know, since I don't want you to limp in anywhere else, I've been limping, because I stepped in a hole. And I take that as a personal offense that you said that. But we're going to have some fun today, because I'm going to help you out starting right here off the bat, Account Based Marketing. What like, what is it? What Why does it? Why are we talking about it? Why is everybody talking about it? What makes it different? And isn't it I always sell into accounts a little bit. So I've got a definition, I want to start us off there now. So I want to give you what Account Based Marketing truly, truly is and what it means. And essentially, Account Based Marketing is the idea that your marketing and sales efforts are united in the goal of going after a certain selection, or band, or customer type of companies. So not a matter of looking at a particular lead persona and saying, Hey, I'm, you know, I want to put all of my marketing out into the environment and have everybody who's 36 years older and are older see it, this is more like I want CFOs at these seven companies to see this message. So that's kind of the differences. Instead of going after a unique lead, you're going after all of the leads that are associated with a certain company, because you know, Nels, we've talked about this in other episodes, you may not be just talking to the engineer, you know, in most sales, for most industrial sales, you're going to be talking to an engineer or machinists, you're going to be talking to a facilities manager or warehouse manager, you're also gonna be talking to accounting and to directors and to CFOs, and maybe sales managers, and directors and CEOs and presidents and operators and all different types of people. So making sure that all of the people that you have contact with are associated in a single record, and that all of your efforts are going towards driving those accounts and companies towards the close, is what Account Based Marketing is, in general terms.
Nels Jensen:Yeah, just in my own naivety, you know, it's not focused on task based project based, it's focused on, you know, how do you best holistically work with a company,
Joey Strawn:Exactly, it will it's very fair, and honestly, this is one of the things that we talk about, and we've been talking a lot about with when we get into strategy conversations recently is, you know, whether or not it's the the approach, or it's a layer to the approach or with the approach and so, you know, there's there was talk about in the past, with Account Based Marketing is like, well, that's what we do. We do Account Based Marketing. 100% of our marketing efforts are just derived and focused on getting these six companies or seven accounts. Companies are 50 companies to work with us. You know, nowadays, I think demand base is the part of the pioneers who pioneered this term, but account based experience. So the idea of having all of your marketing and sales working together towards those accounts to give them an experience along the entire journey, both before and after the sale. You know, honestly, I gotta give a plug. Because your friend and my friend and friend of the podcast, James Soto, who has his own podcast, the Industrialist, he interviewed John Miller, who is the president and the guy at the top of demand base, and they talked about Account Based Marketing, and it's a really great conversation. So if you're listening to us, go find that one to Industrial Strength Marketing, James Soto, go find it, listen to it, he had a great conversation about Account Based Marketing, just in general terms, you know, but what we're talking about when we zero in on how it helps the sales process, it doesn't necessarily need to be the approach, it can be a layer in what you're doing, you can have an always on marketing campaign, you can have your Google ads out there that are pointing to your ecommerce store, or to your landing pages. But if you take the idea and the concepts behind Account Based Marketing, and you really understand how to drive and how to inter weave, and integrate your marketing and sales efforts together, you can drive some pretty spectacular outcomes. There are a lot of studies, and you can find this, you know, Salesforce has done studies and demand base is a huge one have done a lot of studies to see, like in the teens and in double digits convert better conversion rates, when account based is approached for larger companies, as opposed to one off lead generation tactic based. And again, it always depends on what your overall strategy is. But for most industrials that work in segmented or very contained industries, there are usually a handful of companies that would be white whales, or man, this would be fantastic if we could work with company XYZ. And those are the ones that you want to have an Account Based Marketing play or layer in your marketing for
Nels Jensen:Sure. Right. And so another assumption on my part, a lot of this has to do with ideal client profile, right? Who who is it that the you really want to work with? There are probably a number of key factors in there, that would ladder up, as we say to an Account Based Marketing approach, right, you can hold them in multiples, definitely,
Joey Strawn:Most definitely. And this isn't throwing the baby out with the bathwater. We're not saying that we don't do personas anymore. We're not saying that we don't do that type of background research. But we do say like, Okay, well, within company XYZ, we know, we're gonna have persona one, two, and four. And then we know in company, you know, A, B, and C, we're gonna have personas, 123, and four. And so we know how to talk with those people. We know the sales collateral that's needed to influence those different people along the buying cycle. So you know, now it's all the work that you and I have talked about thus far, you know, in this show, that's all being laddered together and being pulled together for this account based approach. And essentially, it's just using the pieces of those puzzles, in the best ways for those accounts at the right time. So, I mean, honestly, what a lot of this comes down to is, it's not so much lead generation, it's account identification, and then just chasing and nurturing and pushing and putting yourself in front of them to hopefully drive down the waste that a lot of marketing has, when you're just throwing it out in the ether and hoping anybody baits who's interested.
Nels Jensen:So can you help me understand how the tactics will differ? For ABM versus lead generation?
Joey Strawn:Definitely. And honestly, the answer is there, it's not so much that the tactics are going to differ but putting them together in different ways, and knowing very precisely how they're going to work together. So the idea the whole idea behind Account Based Marketing is to give your accounts a better experience. So once they engage with you at the very tip of the funnel, to when they're engaging with a salesman to when they're a customer and then you're even nurturing them after the fact to get, you know, cross sell opportunities and advocacy opportunities and renewal opportunities and all of those types of things. So the idea is creating that genuine good experience across the board. So you may still be creating the same types of videos and sales collateral. I think we talked about that in the last episode. You're still going to be making Be sure that your website is up to up to date and you're writing content that is helpful. You're going to be diving into, you know, the content types that you're writing and making sure that blogs are going out and the deciders discoverable and that the media is placed with the proper trade shows, but what's your, but essentially, where ABM marketing takes it a step further is, ABM will allow you to then go and find specific people. So normally, when we're advertising and when we're pushing messages out into the market, we're saying, Okay, well, we want people who are searching for this keyword, or going to these websites, or are doing these types of activities on social media, and we want our ads to be in front of them, because most likely, they're going to be the people that you know, could be our customers.
Nels Jensen:So we're we're taking not just a, it's a combination of a, your cross, you're crossing your persona with the company, right? So if we're looking for key engineers, and we're looking for CFOs. So now we know well, if we're really looking about these seven to 10, companies, you've reduced your targets to 20 or so people.
Joey Strawn:And you can find those people on LinkedIn, their their programmatic vendors now where you can enrich data that you have. So if you have seven contacts from a company that you're working on, but you only have emails for three or four of them, there are companies that can enrich that data and give you addresses and phone numbers and, you know, company, company billings, and sizings, and populations and revenues and things like that. So there are ways and that's and we'll talk about that in the second half of the episode of the things that you can do now to kind of get ready to approach an ABM model, because a lot of it is going to be in the setup and a lot of is going to be in the tech stack, I'll be completely honest. That's one of the reasons that we're hearing about Account Based Marketing a lot more nowadays than we have in the past. And a lot of it is because the tech and the technology, and the tools that are available and at everybody's disposal now make it possible to have the level of data between accounts to know exactly what marketing elements and what steps were taken, that ended up in a long retained very high revenue generating account, or opportunity. You know, we might have had guesses at that before, but it would be connecting a lot of dots across a lot of spreadsheets across a lotta years. Now we have the tools that are connecting those dots for us. So we can see, oh, well, across the board. Every vendor, every partner, every opportunity that we bring in, that makes over X million dollars of revenue for us every year has had these five things in place in the marketing funnel, and these four things in place in common in the sales funnel. And then we can start to really work on reducing the time needed, and all the extraneous steps that may be in both of those funnels for those exact people. I mean, we can go so far as with some programmatic vendors to say, Listen, we not only do we want to target people, but we these 15 companies, we want you to follow the employees of those 15 companies with these banner ads. So we can only show it to certain people in certain areas who work for certain companies and LinkedIn, we can get very specific targeting. So you know, again, now, it's really, really is focusing in on that account and saying, Well, if we know company XYZ, is someone we want to work with, how many people within company XYZ that are in the decision tree, can we find information about and how often can we put ourselves in front of them?
Nels Jensen:Alright, so and I know you said we're going to talk about tools a little later to how to prep for this. But so obviously programmatic is a is a key piece of this. Right. And I I happen to know, I mean, I know a lot about programmatic but I know it can be expensive. It can be is ABM, just a is it a different level of investment and expense? Or is it just a different lens and way to do business?
Joey Strawn:It honestly depends on the size of the market. So if there's like five cup, let's say there's three companies, you know that there's like, you know, what, if we did business with these three companies, it would really change the scope of our future, that may not that bid that may not be as expensive to go after those three in an industrial sector than you might think. So putting together some of the foundational things that we'll talk about is going to be helpful and key in that but it doesn't have to be and this is a Account Based Marketing. Another reason people that like it, really stick with it is because it's scalable as well. So you can go after one company very effectively you can go after 15 Companies very effectively, it's just scale of budget scale of time, and scale of bandwidth. So getting the fundamentals down, and knowing how to approach them and how to get ready to approach them, is really, really important. The other level of that is the technology piece is important because personalization is crazy important in Account Based Marketing, being able to say, Hey, Dave, remember when you downloaded this thing, and had these questions, and your company deals in these, you know, industries and these problems? Well, we have these solutions for you. So being able to tie all those dots together, takes a level of personalization, and dynamic personalization with tools like Marketo, Pardot, HubSpot, some of those are really, really good about So sure, that level of technology and personalization, and for the level of complexity that usually is required for these types of efforts, it makes it a whole lot easier. But outside of technology and outside of the overall strategy, it really comes down to boiling in on your goals of, okay, we want to either work with these companies, or we want to increase our pipeline or pre sales pipeline, increasing deal size could be a goal or a KPI that we're looking at are our deals getting bigger, on average, you know, increasing deal velocity, are we getting from opportunity to close? Faster? Are we closing more sales? You know, those are the types of metrics that that these types of processes will be looking at. And even the marketing team will be looking at those types of sales metrics to see what is working and what on the marketing side can be tweaked to adjust our ABM goals and our ABM KPIs.
Nels Jensen:Yes.
Joey Strawn:All right. Before we get into the second section of the episode, the last little bit is we've got to tie it all together. You know, obviously, you have to be reporting on everything. And we've talked about this in almost every episode that we have. I'm a big data nerd. And you know that so whatever tool you're using, make sure that you're setting it up to have reports on that. What is your pipeline look like? Is it increasing in size, is it increasing in value is the velocity getting faster, make sure that you're tracking those metrics and looking because one of the big elements of Account Based Marketing is it does not end with the sale, the sale is just one part of the timeline. So we're definitely and definitively looking to grow these accounts, once we have them, either with advocacy, where they're bringing us other people, or renewals and increases where we can continue to do business with them over lifetime, and drive lifetime value, or cross sells and upsells. Again, if you have other divisions that may benefit, what one company what one customer of yours is doing, have the communication modules and have the emails and have your salespeople sending those messages over make sure that those nurturing sequences are set up in the tools to say, Hey, Jim, at customer XYZ, did you know that your company also has a need for this. And we do that and if you bundle those services together, you could save 33% on your whatever, that stuff is impactful. And that stuff is helpful. And having a technology system and a process in place to make that happen. Can it's changed again, it's changing the industry. And that's why a lot of people are talking about account based now because especially in the industrial markets, and that's where we're living in day to day, you're not selling to a single person you're seeing selling to a company that has five people within it that you need to convince Oh yeah, I need to plan that out
Nels Jensen:accordingly. Right and winning all five of them over is necessary in terms of renewals in terms of organic growth in terms of having them be able to advocate you know, and give good references for other potential clients as well. Right? Yeah, so it's not just it's do I need to be a full service agency to do ABM if we specialize Oh, SEO or if we specialize in social can we do ABM
Joey Strawn:Well, here's the thing is not only we can as an agency and we do for our clients, but our clients can and other people and industrials can for themselves, industrial marketing departments and marketing teams can approach this and have this layer and drive these results. And so actually, let's go ahead and head down to the shop floor because that's what we're going to talk about is five concrete ways that companies can get started to set the foundation for their IBM models. So let's head on down to the shop floor and talk about it now. It's alright dupa dupa dupa There we go. That was our walking Music. and sound. So here we are on the shop floor. We're talking actionable insights and actionable things that can be put into practice. This whole episode has been talking so far about Account Based Marketing and what it is and, and all the elements that go into understanding why it's valuable. But I would imagine that you know, you now some of our listeners are like, Well, where do I even get started? That sounds like quite a bit.
Nels Jensen:Well, let me actually, I know you want to dive into how to get started, but what's keeping more people from ABM? What's one common hurdle? And then we'll dive into your, your lists?
Joey Strawn:That is a good question, honestly, I think I think there are two, one, I think it feels like the people that know about it, and the people that are curious, it feels like a lot of work. And two, I feel like it's just we know what we're doing syndrome, you know, the idea of a lot of one earlier, change what we're doing, we've got it handled. And that's what we do anyway, as we care about our accounts and try to close those accounts. And so I feel like it's a little bit of, you know, internal resistance, or just, we don't really know that we're doing it wrong. Or it could be done better, let's not even say you're doing it wrong, I'm sure people are, they're succeeding, it could just be done effective, or there could be another effective layer to add to what you're doing. So, you know, it is a lot of work. And we'll have other episodes on ABM. And you can dive in deeper with the demand based episode that I referenced earlier for industrial strength marketing, but five things that companies can do now to get started, you can, the first thing that has to happen if you're going to do ABM, any sort of ABM model, is you have to align your sales and your marketing teams. In some industrials, this is easier said than done. And some, some companies, you know, it's like two people, and they work in an office and their sales and marketing and they're, that's it, and that's fine, they're aligned, they can talk about it, you're good, you're done. It may be different. And someone's like, well, marketing is in Detroit, and sales is in Hamburg. And so they never talk, they never see each other. And so aligning there is going to be a bit more difficult. It's going to take coordination, but aligning the sales and marketing to say that, okay, we are now going to together, go after these accounts in an effort in a purposeful way. And with a lot of effort. getting everybody on that same page is is critical. Because if sales and marketing aren't looking at the same data are going in the same direction and working toward the same goals, then, you know, there's not, there's not much success, it's going to happen on an account level. Number two, the other thing that you can do to prepare for ABM today is set goals. So you have your sales and you have your marketing team, you say we're gonna work together for these. Well, then what are your goals? Is it to get more books have sales on the books? Is it to get larger books, sales on the books? Is it to get a faster velocity of close time? Is it to get more ecommerce sales? Is it to put yourself in a financial position to acquire more other companies and understand those markets, whatever those sales goals are, make sure that you're aligned on them and put some numbers behind them. So we want to increase the number of new contracted sales on the books by 25% in 12 months, so setting those goals and making sure that everybody is aligned on them.
Nels Jensen:Yeah, so so far, we're pretty foundational, right? I mean, yeah, objectives and alignment, you know. So, there's no, right.
Joey Strawn:So we're gonna, we're gonna take a little veer off, because the third part is, you have to gather this is the big foundational piece. And I think this is probably the hurdle that a lot of people can't get past when they're going into the ABM model. But you have to gather your lists, you have to gather your contacts, you have to gather your data, and you have to enrich it. And what I mean by that is, you have to get your entire contact database together and make sure that every contact that has an email address in your system, and that is associated with a company record, that all of those are now tied together. And that all revenue accounts and all deals and all cards that that company is attached to is also connected to those to those contacts. You also need to make sure that if you're missing company names or phone numbers or email addresses or first names, last names of those contacts, that you're getting those now you can. There's a handful of companies that you can buy, contact enrichment data from. So it's not an impossible task, depending on how many people you have. There are a number of services out there we've mentioned to many base and they're a great place to start. So that's where it really starts to get different because lead with lead generation, if we get an email, we're pretty happy. It's not the best, it's not the end. But that's enough to say, hey, if somebody raised their hand, we can go after him. With Account Based Marketing, we want more information to go after these people to start. And whether that's using a programmatic service to follow people around with ads, or paying for a service to enrich the data that you already have. So you can personalize emails or workflows better, you have to do that step, you have to get everything together and organize before the rest is going on.
Nels Jensen:So when you say not just email what what is the information needed to connect all these people from the same company.
Joey Strawn:So the company name ideally, but email addresses that we need their first names and their last names, if they have telephones, we want that, you know, company addresses so that way any mailed elements can make it there. And he's you know, if we hard copy things that are sent in the mail could be sent to the correct people at the correct addresses with the correct company name. So you know, we can dynamically personalized websites. So you'll be like, hey, Jerry, at proton electric, thanks for dropping back by our site, you know, have you seen our new our newest blog post about whatever, you know, the the record of web visits, and all of that can be dynamically personalized for a company and for employees at a company as long as we have that data. And then once you have that, so you have your sales and marketing are aligned, you know, what the goals are, you're going after you have your your lists and your data and people are working on cleaning that up. The next thing is you have to map the account journeys, is you have to know, okay, well, not just a persona journey. This is not a well, we have engineer Edie and he gets this and this is this journey is an account journey is well we know that engineer Edie is involved in the process, and he is the first touch point. And then he goes through this funnel. And at this point in the funnel, the ball is picked up. And it's co run with engineer Eddie and finance Phyllis for you know, for these steps. And then CEO, Charles gets involved and being able to map every step of the account progress through first touch personnel to who all is involved at a close. And then what sales elements and sales collateral pieces are needed along the way, is probably the largest manual step in the whole process. If there's only really one account type that you're going after, then you can make that one journey very, very detailed. But if you have four different accounts, you know, company types that you're going after, in four different segments, then these can be you know, these can be a large undertaking, but that better detailed, the better outlined and the better understood these journeys are, the better your conversions are going to be. Because you're going to be able to really, really align the best benefits at the right time.
Nels Jensen:So as we've talked many, many times, though, the buying journey is complex. It's elongated, and it's not linear. You're right. Your your finance person might be weighing in multiple steps of the of the process. Right,
Joey Strawn:Exactly. And that's what those journeys that's why those journeys can get really complicated. That's why.
Nels Jensen:I'm going to assume that, right, that this is not a quest for perfection here, but this account journey, it's, it's it's more about accuracy than precision. It's more about generalities than specifics,
Joey Strawn:Correct. That's, that's a good point, because that's going to lead us right into the number five thing that that companies could do to prepare for ABM is once you have that customer journey mapped out, essentially, the purpose is to identify the points of contact, and the collateral pieces that are needed throughout that journey. So you can identify what's missing. So number five, is to create your missing assets. So if you know that an intro sales email, and a you know, a conversion, economizing data sheet, and, and a closing document are all missing from your sales pipeline and your journey, then that should be the priority, you know, to create those. And so ultimately, working in generalities if you know the finance person is maybe going to have five touch points in the process. But in those five touch points that are only going to need the same information every time, then that's fine, then you can work with that piece of collateral, you can create that asset and then just know that the salesman is going to be competent enough to get them the information they need when they circle back into the process. So essentially, it's having the pieces and all the elements created. You're just like hey, now what do you know just like that Last episode that we talked about sales, collateral, making sure that we have all of those pieces that are critical for your Account Based Marketing play in place, is the last thing that's needed. Because if you have your map, if you have your data clean and you have all the sales assets, then you can just get to work. You can you can listen to Account Based Marketing Podcast, you could just hit the ground running and start getting to work on it and not have to work like this is the foundational stuff.
Nels Jensen:So is our CRM, I imagine is going to be a powerful tool in this. Maybe it's just using it the way we're supposed to use it that they want us to use, it will make ABM easier or are there specific ABM steps to take in, you know, the decent CRM systems out there.
Joey Strawn:There are most of them are realizing nowadays about this trend and about this need. And so most of them I know HubSpot does it Salesforce has a big, they have a whole platform called Einstein. It's an AI based Account Based Marketing assistant that you can add on to your Salesforce account, HubSpot has the ability to designate target accounts that you will track and then you can associate contacts to that will work the same way. But for most of it, if you have a CRM, if you have a marketing automation system, Salesforce is going to be the big name and the big player on the field. But any one of them, any of them that you have, it's all going to be based around the nurturing and the workflows and the specificity of the company needs that you can build into it. So if you know, you know that we get a company and our ABM efforts from this contact from our ABM efforts from this company, well, then they're going to enter our sales funnel, and this that we have built out already. And along the way, they're going to hit get hit with this piece of sales collateral, and they're going to get this email and this salesman is going to call them and we have that all mapped out afterwards. And then those those pieces along the way become really, really important at that at that point. But to your to your point. Yes, it's it's the journey along the way. And you know, all the steps in between.
Nels Jensen:So if I'm hearing this correctly, one of the fundamental things about a campaign marketing is when you map out your journey, it's filling in the gaps on your touch points, and then filling in the gaps on what are you using for those new touch points, that it's basically your become a lot better at nurturing
Joey Strawn:The whole thing is focused on the nurturing element of it and being able to provide the exact right content not for your persona, but for that person at that company at the exact right time. So that's a very good way of summarizing
Nels Jensen:Yeah, well, you know, we had a previous episode recently where, you know, Matt hope or Duke of data was just talking about, you know, if, if your map your your journey map, and you have too big of a time, span between touch points, then come up with a touch point, right, whether that's just hey, you know, we haven't heard from you in a few weeks. What else can we answer about x or y and if you're personalizing it, because you know exactly what they're pursuing, right. So it's, it is more touch points and more pieces to use in those touch points.
Joey Strawn:I agree. And I think that summary is fantastic. I'll roll back through these five things. So if anybody wasn't writing them down, you know, they can get them here. So the five things that people can do right now to start to prepare for an ABM marketing push is one, get your sales and marketing team aligned, let them know that they're going to be working together, and that they're going to be using a shared goals spreadsheet or going after the same goals. Number two, set up those goals and get everybody aligned behind them. Number three, gather all your contacts in your database and enrich the data as much as possible, assign companies to contacts, assign deals to companies and make sure that the activities that your contacts are taking in the database is associated with their accounts, and not just their contact record. Number four, map your account journeys. Know the Steps Know the personas know who's touching, what account at which stage, and which collateral assets are needed along the way at those perfect timings. And then number five, if you identify those steps, and those pieces of collateral, then make all the ones that you're missing. inevitably there's going to be some piece of collateral or some piece of helpful bit of marketing that you can create that you haven't yet. So go out there, create those prioritize those get ready and then start really looking for those accounts and really nurturing and sending that collateral to them at the exact right time and making sure that your salesmen are always equipped to turn those very large revenue generating accounts around in your books quickly and effectively and just spend time going after them. That and that's essentially the the heart of Account Based Marketing. We're going to talk about it other more in other episodes. But now do you feel like do you feel like we've covered it enough where you're not so much limping across the finish line anymore?
Nels Jensen:No, I'm, I'm a lot smarter than I was 30-35 minutes ago. Yeah,
Joey Strawn:Well, good. And honestly, I hope all of the listeners of the industrial Marketer Podcast are a lot smarter for having listened to us today. Account Based Marketing is a big, huge buzzword. It's something that a lot of people are talking about. And quite frankly, this one can actually do some good if companies get behind it if they understand the models, and they really push themselves to focus on how they're nurturing accounts as opposed to leads, you can generate a lot of business and a lot of revenue very quickly. So if you haven't already subscribed to the industrial Marketer Podcast, I don't know what you're waiting for. We're getting into so much good information here you your friends, your neighbors, your aunts, and your uncles all need it. So subscribe on our phones, subscribe on their phones, send letters to distant relatives and ask them to subscribe, go to the industrial marketer.com Read up on all of our articles there. We have such great educational pieces, a lot more content than I could ever talk about here. So go and sign up for our newsletter. Get notified about new episodes that are coming out. Follow us on social media and ask us your questions. What industrial topics and marketing tips and tricks do you want us to dive into on future episodes? Let us know so we can build that in and answer your questions live not live but on air. So until next time, I have been Joey Now have you had fun today? Absolutely. Right. Well Until next time, we have been the industrial Marketer Podcast and I can't wait to talk to you again.