In this episode of Recorded Content, Justin Brown talks with Declan Mulkeen, CMO of strategicabm and host of the Let’s Talk ABM podcast, about the distinctions between account-based marketing (ABM) and account-based podcasting. Mulkeen emphasizes that ABM is not a short-term strategy but a marathon, requiring significant resources and ideally suited for companies targeting mid-market to enterprise organizations.
Regarding account-based podcasting, Mulkeen suggests that many podcast hosts focus on the guests and topics, neglecting the audience’s needs. He advises being mindful of the audience to avoid potential failure. He also underscores the importance of repurposing content to cater to different audience preferences, as not everyone has the time or inclination to consume lengthy content.
A key point Mulkeen raises is that ABM is not just about marketing but impacts the entire organization, including sales and customer success. He believes great content naturally attracts an audience and subsequently impacts SEO and engagement. Further, he recommends podcast creators start with their network before expanding, emphasizing that podcasting has a “domino effect” where success breeds more success.
Mulkeen’s advice reflects his extensive experience helping B2B tech brands grow through ABM, particularly his emphasis on a holistic, account-centric approach. His insights are valuable for anyone considering ABM or podcasting as part of their strategic marketing efforts.