Josh wanted a secret marketing sleeper cell. Jess informs him it already has a name — ABM.
Organic had done its job. Now they needed to go to market without becoming the company that cold calls you through dinner.
The goal was outbound that didn't feel like outbound. Then the first person who proved it could work... outbounded Jess.
Hear how Jess and Josh are rebuilding outbound around signals, not spam. Also, Josh still isn't convinced "ABM" is a better name than "marketing sleeper cell."
Get to the good stuff:
[00:00] Josh pitches a "sleeper cell" of undercover marketers. Jess informs him it's called ABM — he still likes his version better
[00:00] Josh pitches a "sleeper cell" of undercover marketers. Jess informs him it's called ABM — he still likes his version better
[00:56] Inbound built Vector. The Series A forced Josh to figure out what builds the next stage
[02:02] Josh explains why hiring SDRs would've solved one problem — and created a whole other one
[02:56] Jess compares Vector's demand gen team to a Disney cruise baby race. Somehow, it perfectly explains their ABM strategy
[05:09] Traditional ABM starts with a target account list. Jess starts with buyer signals
[05:56] Every winning signal gets an outbound sidekick. Jess explains how the XDR role came to exist before anyone knew about it
[07:13] The cold call hypocrisy of it all. Josh on why outbound should feel as good as the brand that came before it
[08:41] The hiring story that made Josh ask Jess, "Do you ever feel like your life is a movie?"
[11:27] "Screw it. Let's just do it." The perfect hire showed up before the org chart did
[12:46] If it walks like an SDR... why does Abby's title say ABM Manager?
[15:05] Turns out the missing link between marketing and sales wasn't another meeting
[16:33] Jess and Josh interrupt the ABM chat to gas up marketers for a minute
[17:00] The relay race behind Vector's ABM strategy. Demand gen, ABM, and sales each have a different leg to run
[20:23] Kelly's wonderfully nerdy "Signal House." Coming soon to an ABM strategy near you
[22:46] Josh asks the obvious question: "What does this actually look like?" Jess has two campaigns ready to go
[23:24] A content writer in the middle of an outbound program? Hear Jess out
[25:26] The bet Vector is making. Turns out the zig isn't better AI, it's better humans
[27:38] Where Vector's ABM strategy goes next. Marketing and sales have one rule: "Never the twain shall cross."
This Meeting Could’ve Been a Podcast is a Vector production.
Filmed and produced by Sweet Fish.
Editing by Handy Man Edit.