Account-Based Marketing (ABM) with Daniel Cafiero at Seagate

Pipeline Meeting - Marketing Podcast About Sales

Daniel Cafiero is a senior program manager at Seagate Technologies responsible for supporting go to market for their Lyve cloud offering. In this role, he is using an account-based marketing (ABM) approach.

Daniel joins the Pipeline Meeting podcast to talk about what is account-based marketing, how it compares/contrasts with old school marketing, what ABM selling is, how he owns outcomes, the pipeline development team, implementing ABM successfully, and more.

If you think of an enterprise sales cycle, you would use ABM to engage multiple stakeholders throughout a lengthy sales cycle. It is built for 'dark funnels' where there's a lot happening that is not on your radar as a marketer or salesperson.

But it's not easy. It's a team sport that requires committing to people, process, and technology to change how you go to market. There is so much to unpack with this topic. This interview will give you an overview and a lot to think about.

Use the markers below to jump ahead.

• (00:00) - 036-pipeline-meeting-daniel-cafiero
• (00:28) - Defining Account-Based Marketing (ABM)
• (01:39) - ABM vs. old school marketing
• (04:01) - ABM selling
• (05:13) - Owning outcomes
• (06:38) - Pipeline development
• (09:11) - Implementing ABM
• (11:38) - Getting into ABM
• (13:32) - Closing Credits

Follow Daniel Cafiero on LinkedIn: https://www.linkedin.com/in/danielcafiero/
Learn more about Seagate Technology's Lyve Cloud: https://www.seagate.com/services/cloud/storage/