Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Kinan Alhoch, Founder & Principal Consultant at Midan Consulting Group.
Midan Consulting Group
Midan Consulting Group is a specialized B2B marketing consultancy focused on delivering effective Account-Based Marketing (ABM) strategies that prioritize specific, measurable outcomes over vanity metrics. They leverage real-world insights to help clients align their marketing efforts with high-value accounts. Their client-centric approach simplifies the execution of ABM, making it accessible and impactful for businesses across various industries. Areas of Expertise include: Account Based Marketing, Sales Enablement, Marketing Operations, Digital Strategy, Demand Generation, Advertising Strategy, Marketing Automation, Marketing Analytics.
What We Discussed:
In today’s interview with Kinan Alhoch, we discussed a wide variety of issues:
- What Midan Consulting Group does and Kinan’s role in the organization
- The evolution of ABM over recent years (the shift from account-based sales to a collaborative marketing strategy)
- The importance of data, advertising, and CRM integration in modern ABM
- The need for alignment between marketing and sales teams in ABM
- The importance of personalized content in increasing engagement
- Kinan’s 3 pillars of a successful ABM programs
- The challenges in content creation and how AI has made this more accessible
- Advice for those just starting out with ABM
- Industry Receptiveness to ABM
- Recent challenges for both marketers and agencies and advice for overcoming these challenges
Thanks Kinan, for a great interview!
Want to watch more of The Marketer’s Edge interviews? If so, click here.
