Episode 214: Personalization and Account-Based Marketing with Jake Atwood of BuzzBuilder

Episode Summary

During this episode of Tech Qualified, we talk with Jake Atwood, CEO of BuzzBuilder, a company that gives both salespeople and marketers a smarter way to connect with potential buyers, generate interest, and drive new sales leads to your inbox. Jake is a Sales Author & Speaker, and the leader behind an award-winning prospecting software that helps sales representatives reach and exceed their sales quotas. Jake Atwood talks about how and why he worked to start BuzzBuilder, the problems that BuzzBuilder solves, the state of account-based marketing, what makes personalization resonate with prospects, and best practices for lead scoring.

Episode Highlights

  • Jake Atwood shares some of his career experience and his current work. 
  • Who is BuzzBuilder’s ideal customer and how do they help them? 
  • What is the gap that Jake Atwood saw in the marketplace? 
  • What is the state of account-based marketing compared to 3,4,5 years ago? 
  • When is it appropriate to take the account-based marketing approach? 
  • What makes personalization resonate with customers?
  • How can you coordinate all of these resources?   
  • Does he personalize white papers for a specific account? 
  • The line between sales and marketing is starting to blur.  
  • What are some best practices to follow around lead scoring? 
  • How are purchase decisions changing? 
  • What type of content is Jake seeing that works? 
  • Don’t tell them what you do. Tell them what is possible. 
  • What does Jake Atwood do at BuzzBuilder? 
  • What are things that Jake is looking to focus on in 2020?
  • What are some of Jake Atwood’s favorite resources?

Key Points

  • The average client or prospect needs at least eight touches and most sales people give up after only two or three touches. 
  • There is more segmentation with a sales person or marketer dividing their data base up by industries, subsets, company sizes, and specific titles. 
  • Prospects care more about what you know than what they know about you. 



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