Episode 11: How to Run Account-Based Marketing Without Expensive ABM Software

Episode 11: How to Run Account-Based Marketing Without Expensive ABM Software

Account-based marketing has developed a reputation for being expensive, complicated, and only accessible to enterprise companies with massive tech stacks. But that’s not actually true. In this episode of Spark Sessions, Lori Tyler breaks down what account-based marketing really is and why so many B2B marketers have been led to believe they need expensive platforms before they can even get started. Drawing on more than 25 years in B2B marketing and real-world experience helping growth-stage and mid-size companies build practical marketing strategies, Lori explains why ABM is fundamentally a strategy, not a software purchase. In this conversation, Lori walks through: * What account-based marketing actually means * Why ABM works especially well for B2B companies with smaller addressable markets * How to build a practical target account list * The importance of mapping buying committees and multiple stakeholders * The three tiers of ABM personalization and how to scale them realistically * How to run coordinated ABM campaigns using tools you already have * Why sales and marketing alignment is critical to ABM success * How to measure account engagement without expensive platforms * The common mistakes companies make when trying to launch ABM programs Most importantly, Lori shows how marketers can run effective ABM programs using the tools they already have, without a six-figure software investment. Because the real power of ABM doesn’t come from software. It comes from clarity, focus, coordination, and relevance. If you’ve been avoiding ABM because it felt too expensive or too complicated, this episode will completely change how you think about it. ► Free Guide: 5 Steps to Ladder Up Your Marketing Strategy: https://sparkpointmarketing.pro/pages/free-guide [https://sparkpointmarketing.pro/pages/free-guide] ► Get Started with Strategy Academy: https://sparkpointmarketing.pro/products/strategy-academy [https://sparkpointmarketing.pro/products/strategy-academy] ► Learn More About B2B Marketing: https://sparkpointmarketing.pro/ [https://sparkpointmarketing.pro/] ► JOIN OUR COMMUNITY:     »YOUTUBE: ⁠https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ [https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ]     » TIKTOK: ⁠  https://www.tiktok.com/@sparkpointmarketingpro [https://www.tiktok.com/@sparkpointmarketingpro]    » INSTAGRAM:  https://www.instagram.com/sparkpointmarketingpro/ [https://www.instagram.com/sparkpointmarketingpro/]

Episode 10: How to Become Sales’ Favorite Marketer (and Why It Matters)

Marketing and sales often feel like they’re speaking two different languages. Marketing talks about campaigns and engagement. Sales talks about pipeline and deals. But the marketers who build strong partnerships with sales often become the most effective marketers in the organization. In this episode, Lori shares why some marketers naturally earn the trust of sales teams and how getting closer to sales conversations can transform how you understand customers, messaging, and the buying process. You’ll learn why listening to sales calls is one of the most powerful things marketers can do and how becoming sales’ favorite marketer can accelerate your impact and your career. ► Free Guide: 5 Steps to Ladder Up Your Marketing Strategy: https://sparkpointmarketing.pro/pages/free-guide [https://sparkpointmarketing.pro/pages/free-guide] ► Get Started with Strategy Academy: https://sparkpointmarketing.pro/products/strategy-academy [https://sparkpointmarketing.pro/products/strategy-academy] ► Learn More About B2B Marketing: https://sparkpointmarketing.pro/ [https://sparkpointmarketing.pro/] ► JOIN OUR COMMUNITY:     »YOUTUBE: ⁠https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ [https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ]     » TIKTOK: ⁠  https://www.tiktok.com/@sparkpointmarketingpro [https://www.tiktok.com/@sparkpointmarketingpro]    » INSTAGRAM:  https://www.instagram.com/sparkpointmarketingpro/ [https://www.instagram.com/sparkpointmarketingpro/]

Episode 9: The Career Advantage Most Marketers Ignore: Your Personal Brand

Personal branding in your B2B marketing career isn’t about becoming an influencer on LinkedIn. It’s about becoming known for something valuable in your organization.  In this episode, Lori explains why personal branding isn’t self-promotion. It’s about reputation, visibility, and influence. If you want to grow your career, move into leadership, or simply have more impact in the room, your personal brand matters more than you think. You’ll learn: * Why marketers often struggle with visibility inside organizations * How influence grows when people associate you with insight * Why doing great work isn’t always enough for career growth * Practical ways to start shaping what you’re known for Because the marketers who move into leadership roles usually aren’t just great executors — they’re known for how they think. ► Free Guide: 5 Steps to Ladder Up Your Marketing Strategy: https://sparkpointmarketing.pro/pages/free-guide [https://sparkpointmarketing.pro/pages/free-guide] ► Get Started with Strategy Academy: https://sparkpointmarketing.pro/products/strategy-academy [https://sparkpointmarketing.pro/products/strategy-academy] ► Learn More About B2B Marketing: https://sparkpointmarketing.pro/ [https://sparkpointmarketing.pro/] ► JOIN OUR COMMUNITY:     »YOUTUBE: ⁠https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ [https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ]    » TIKTOK: ⁠  https://www.tiktok.com/@sparkpointmarketingpro [https://www.tiktok.com/@sparkpointmarketingpro]    » INSTAGRAM:  https://www.instagram.com/sparkpointmarketingpro/ [https://www.instagram.com/sparkpointmarketingpro/]

Episode 8: How AI Is Making Your Website Invisible and What You Can Do About It

AI is changing how buyers discover companies and many websites are becoming invisible without their owners realizing it. In this episode, Lori Tyler explains why traditional website strategies are breaking down and how marketers must adapt to a world where AI answers questions before buyers ever click a link. ► Free Guide: 5 Steps to Ladder Up Your Marketing Strategy: https://sparkpointmarketing.pro/pages/free-guide [https://sparkpointmarketing.pro/pages/free-guide] ► Get Started with Strategy Academy: https://sparkpointmarketing.pro/products/strategy-academy [https://sparkpointmarketing.pro/products/strategy-academy] ► Learn More About B2B Marketing: https://sparkpointmarketing.pro/ [https://sparkpointmarketing.pro/] ► JOIN OUR COMMUNITY:     » YOUTUBE: ⁠https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ [https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ]    » TIKTOK: ⁠  https://www.tiktok.com/@sparkpointmarketingpro [https://www.tiktok.com/@sparkpointmarketingpro]    » INSTAGRAM:  https://www.instagram.com/sparkpointmarketingpro/ [https://www.instagram.com/sparkpointmarketingpro/]

Episode 7: Why B2B Marketing Became Forgetable

Why does so much B2B marketing feel the same today? In this episode, Lori Tyler explores why creativity seems to be disappearing from B2B marketing  and how process, risk avoidance, and templated thinking quietly made much of today’s marketing perfectly forgettable. ► Free Guide: 5 Steps to Ladder Up Your Marketing Strategy: https://sparkpointmarketing.pro/pages/free-guide [https://sparkpointmarketing.pro/pages/free-guide] ► Get Started with Strategy Academy: https://sparkpointmarketing.pro/products/strategy-academy [https://sparkpointmarketing.pro/products/strategy-academy] ► Learn More About B2B Marketing: https://sparkpointmarketing.pro/ [https://sparkpointmarketing.pro/] ► JOIN OUR COMMUNITY:     »YOUTUBE: ⁠https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ [https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ]     » TIKTOK: ⁠  https://www.tiktok.com/@sparkpointmarketingpro [https://www.tiktok.com/@sparkpointmarketingpro]    » INSTAGRAM:  https://www.instagram.com/sparkpointmarketingpro/ [https://www.instagram.com/sparkpointmarketingpro/]