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Shahin chats with Richard Jacobson, Head of Account-Based Marketing and Strategy for IBM in Asia Pacific, about how to approach messaging for your ABM strategy.

The episode covers the following:

How to craft account messages and value props
The 3 layers of leadership
How to approach personalisation
Common mistakes made while building messages

In his role, Richard is responsible for generating value for IBM’s top clients by ensuring they are experiencing the best of IBM’s thought leadership and expertise when interacting with IBM across the region.

Richard has been with IBM for over 20 years and has extensive experience in market intelligence and prior to his current role was responsible for providing both high-level and detailed market insights, analysis and advice on key issues affecting IBMs business, including growth opportunities, business risks, competitive analysis, and company policy. This input was central to IBM’s strategy development in the Asia Pacific Region.

Originally from Malaysia, Richard is based in Auckland, New Zealand.

Resources mentioned in this episode:

Find Your Why - Simon Sinek

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

Join the Slack channel: https://growthcolony.org/slack

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

How to Make Messaging the Core of Your ABM Strategy

APAC's B2B Growth Podcast

How to Make Messaging the Core of Your ABM Strategy