Andreas Mosegaard Villumsen, EMEA marketing manager for account-based marketing at Jabra,  joined Carlota Pico to discuss the importance of personalization to optimize the customer experience and exceed revenue targets. Andreas described his journey into the world of ABM, from a stint in the Danish military to a master’s degree in international marketing. He provided thought-provoking insights into successful marketing strategies and explained the impacts of COVID-19 on the global audio technology industry.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • An account-based marketing manager has the responsibility of ensuring that the accounts team specifically addresses customer demand, so that they can drive business development and optimize customer retention.
  • To achieve success in a competitive market, it’s essential to differentiate your brand against competitors, retain your USP and effectively communicate it to your brand’s audience.
  • Eventually, accounts may reach a maximum level of revenue generation. The key to continuing to exceed revenue targets is fully exploring each account’s potential and considering methods of expansion into new areas of the client’s business.
  • ABM requires in-depth research into companies. Delving into their customers and talent ensures that you have a clear grasp on how they want to be perceived. 
  • Creative development and sales alignment are key components of ABM—and no working week ever looks the same.

ABM is about understanding where the potential lies. How do we keep the current business that we already have, and how can we expand it into new territory?

Rapid-fire recs

A professional role model or influencer who you admire?

I have to mention the global account program and marketing team at Jabra, with a special shoutout to Brian Andersen, senior marketing director and the winner of the Danish Digital Award for Digital Transformation & Organization in 2020.

I really enjoy Doug Kessler’s creative agency, Velocity Partners, and the amazing job they do with their blog. They really challenge you as a marketer or communications professional to look at things from a different perspective.

My family and I also support and follow the foster care organization SOS Børnebyerne; check out their Instagram (in Danish) to see their amazing work. 

A valuable book or resource?

I’ve found the works of Danish author Morten Münster really useful for gaining valuable perspectives on behavioral design, particularly the book “Jytte fra Marketing” (in English, “I’m Afraid Debbie From Marketing Has Left for the Day”).

What’s your favorite app at the moment?

I love the LinkedIn app; I probably open it 10-20 times a day. It’s such a valuable tool for high-quality networking and keeping up to date with news. It’s been my favorite app for many years!

Connect with Andreas and Carlota on LinkedIn.

This post was edited by Jessica Farmer, a freelance content creator based in Madrid.

For more insights into effective ABM strategies, check out:

Impactful account-based marketing – Ross O’Neill, senior ABM manager at Cloudera

Nurturing leads to maximize ROI – Stephen Balogun, EMEA marketing expert

Learn from your mistakes – Kayleigh Thomas, EMEA marketing manager at KORE Wireless

To see the full transcript, click on page number 2 below.