An Insider's Take on Account-Based Marketing

ABOUT THIS EPISODE

It is increasingly challenging for B2B companies to connect with prospects.

A lot of their "shotgun" tactics (e.g. email marketing, content marketing, social media) aren't working.

It explains why they are turning to account-based marketing (ABM) to focus on a defined group of prospects.

In this edition of Marketing Spark, Nadia Milani talks about how her ABM campaigns have succeeded and, as important, what to avoid.

For more about Nadia and the podcast, check out the show notes.

Welcome to marketing spark the podcastthat delivers insight from marketers and entrepreneurs and small doses. Now by small doses, I'm talking aboutfifteen minutes or less on today's podcast, I'm talking withNadia Milani. The marketing director were tergo networks. Nadia is a fearless fifty marketer,with a focus on creating digital brand experiences and accelerating marketingtechnology. Natty is going to offer insight into account base marketing,welcome to the PODCAST Natio Hi Bark. It's so happy, I'm so happy to be herethanks for having me now. This is amazing. I'm really excited abouttalking about a DM and getting your insight on how to make it work. Can youprovide a quick overview of account base marking? What is it in one of thebenefits of companies embracing them? I want to just preface this by sayingthis is abamocho trenches, so I have...

...not written a book, but I haven'twritten a D. I've been at Le Books about Ab M. I've read a lot of them,but this is still me experiencing it from her person perspective with anorganizations, Abeam is account as marketing and really what that means istargeting your marketing faced on accounts tritill. It was Dimando allabout lea quantity and its shifting that from quantity of leads to actualaccount based marketing, so delivering highly personalized experiences toaccounts for the for the really to the goal of acquiring them and and possiblyexpending on current existing accounts that you have within the organization.There appears to be growing interest in Madia. Maybe it's my perception. Do youthink that's true, and if so, why is that happening? I think I lik marketingis always like the buzz, the buzz words right, so we think about even like tenyears ago as all but legion, it kind of worked into dimension, and then now wehear a lot about ABMELECH. I think there's something to that. I think thatthere is definitely some more so more...

...buzz around it, but really when youthink about the philosophy around it, so account based marketing. It's beenaround forever, even if you're did marketing twenty five years ago. Justyou know to a Tatoo planning campaigns around account. Is it you, but whatmakes it really relevant right now is when a countis marketing needstechnologies. We think about all the different technologies that areavailable. It really allows you to scale your apposition efforts and abarely par very tailor personalized way. So because of that, the scalable aroundthat because of technology, it's actually a really good strategy forbeing by companies to use today. What type of companies should you AB? Is itlimited to be to be compans total debatable? I love to like be on a panel,perhaps one day to talk about NDS versus B to be my experience has beenbe to be, and and for me, it works, and I think that what makes it work for meto be is that if you're in a company where you know you've been doingDimanda Legion for a very long time, but and what that usually means is likeyou've hit, your lead number for the...

...month and marketing is like yeah, it'sawesome and then you hand over those leads to sales and sales typically saysthese leads are crap and what happens is there's just this disallied betweensales and marketing, so marketing you know, be doing the thing on the sidewith all these great quantity of leads and sales, just saying piece aren'tgood and I'm not going to focus on the. So all your efforts, our waist and isreally no bever n. You return on them. What account this marketing does, andit allows you to do- is if you're not finding success with your demand andefforts and your leg in efforts, then it's really that it's really a goodtactic to get alignment across the board and bring revenue and showing rywithin the organization where everyone can rally around the strategy and worktogether, unaccomplisht those goals. If you bind to the concept of baby, how do you get started if you neverdone it before you're doing some kind of digital marketing? But you thinkthat AB can help. You give a sort of the first steps that you should thatyou should consider. So I think it's so...

...so I think a couple of I think thatthere's a lot of thought around this put leadership around this. I thinkit's really important to just do some research around it like what is Ab andI think it's really important to get by and firs and foremost like you need totalk to you, your executive team, so your Sesu and get them on board andexplain to them what it is and why I go why around, because, if you're notgoing to get them to buy into it, it's never going to work. It's superimportant to do that and then, when you go by and you need to understand likehow are you going to measure this sort across the organization, because the COin the cf are not going to care about, you know traffic numbers. No, I careBoston emails o going to care about open rates they're going to care aboutrevenue. So how is this going to drive revenue and R Y within the organizationonce you have that by it? You understand what the haven measurementis going to work. What are we going to measure as an organization togetherthen you're going to get sales and marketing alignments you're, going totalk to your sales team and you're going to say look, this is what we'rethinkingo. What and- and this is what I...

...can do for for our team of the worktogether. So it's really important to have a sales organization. That's goingto work with you to develop. ORGANISTA account plays that you can worktogether on to really drive the incremental revenue that, at yourorganizes, any organization needs today. That alignment is super important,can't can't I tres steading, ough castor, you don't have that you know,but you're not going to get too far and then once you have that you test it. SoI know everyone, you know hates the word testing but test it out test outthe strategy, so get a really get a play that you guys can work on togetherthat that that's a high propense to win that way. You get the momentum, youshow the early winds and then from there you can expand from there andthen. Lastly, once you kind of you know: Have This nor organization allyimplemented, then it's a both scale then is looking at the technologies,and how can you you scale, but these programs and to make them bigger andbetter? So if Abin is your delivering mechanism who the supporting actors orwhat are the supporting actors, and by that I mean you know what kind ofmarketing collateral do you need in...

...terms of blood coasts or videos or sale sheetslike? How are you going to actually put me on the bow when it comes to a DM?You know really good question. I think that every single counts different. Sowhen you look at your account right, you want to have all tiple touch points.If I know, if you talk to me about a year ago, there were a live. Eventswere huge, so that has changed. Obviously, so it's really but like whatof the digital touch points that are going to matter to the existingcustomers or this at this prospect or account it's gonna get a Mereado things:You're going to have block posts. You're Goin have video you're going tohave email. You know DM work really really well and then not only that,like you're gonna, have you another thing about a campis marketing is MonteDevelopment. You developing your ideal customer profile, so who's our dealcustomer. So, let's just say it's mid. You know the verticals categories,dividing all of that all the foror data of like how big this customer is andthen in that ideal customer profile, there's going to be buyer. So there'sgoing to be your Syour Co,...

...perspectively of a company. So whatworks for them? Email might work. DM, might work so like a personalized book,perhaps with a really presnia message on on your particular vertical. So thatwould work for C CEO, but what works for a manager level? So maybe it's youknow an exclusive invitation to a digital experience that you're creatinga thing may be make me want to participate in. So you have to reallythink about it. Cohesively. What's marketing going to be doing and thenwhen does sales follow ups? Do they follow up after the Teda and then theycall? So it's it's really, but multiple touch points personalizing it to thatcustomer and who are the different buyers in that custer at the companyand and personalizing it for those buyers. There's there's multiple thingsto think about an orchestra in these types of campaigns and it is verycustomized for each customer. So at one thing may work for one person: it maynot work for another another person or company I so we talked a theoreticalsort of a concept to avian an I promise,...

...people that I would provide or makesure that gest provides some real world insight into the successes or failuresthat they've had with you for marketing campaigns or technology. But you knowgoing back into what you've done with Dvm talk about your success. I you'retalking about your failures. What did you do that really resonated thatreally deliver results and achieve your objectives? I've been very muchintegrated into the unset of Ab M, so I'm now kind of in in the second timewhere I'm implementing an abnorm. So now we're getting a little bit more ofa mature program, but so not specify exactly which company I've worked at,but will give you two examples. So one example is that we tried to activateAbama D. I think we did a really really great job at sales alignment andgetting Byan and getting everybody rallied around this concept that abn,but what we didn't do really well is simplifying it. So we made theorchestrated marketing sales campaign really complicated, so there was, itwas probably too hard of a customer to...

...go to go to, because we couldn't figureout like how many buyers there were who they were exactly. I think that we tryto make it too complex. It's really important to pick something that youcan win on on the early onset, because if you can't win on that campaign, youcan't show success. It's going to be hard to move it forward with anespecially within big organizations that was kind of a failure for, for thefirst one that I was involved in is that we made it to complex and weweren't able to show the revenue wins that we wanted to a second example thatI had was we were able to really get so this is more of a a win is that we wereable to get senior leadership on board. We were able to get the sales ofMarketin team alignment and where we really really, I think that a good jobas we were able to connect with each individual sales rap and we had kind ofwe worked with all of them. We picked the ones that we could win on. So wesaid okay out of these twenty wraps. We think that five of these campaigns aregoing to deliver, but we launch with the one that we when you we could win.We launched with that. We showed the...

...revenue successes around that and theway we did that as we measured our success by meeting thought. So how manymeetings we could book with a perspective customers, then, by bookingthe meetings, then we were able to travice how many actually close once weshow that hey mark in it only delivers leads they can. They can actually getyou meetings book, which then delivered in amazing close rates by showing thatearly, when we were able to build the momentum and get everybody ralliedaround this idea and really push that forward. That was all around gettingeveryone I just like that would have a sicked up about it. So those are kindof two examples: real world examples of around how you getting alignment andhow you can make it where it when, but how you can also make it fail, there'sso much talk about mls and sels and all the different Kathee, but at the end ofthe day, when you think about it, abmelech meanings in, but if you canget those means, you can actually have conversations with people like realconversation. That's got to be the key...

...success by it is so for a BMIDH inkthat there's I mean every organization. We have a few different types ofmetrics round ABN, but you know I think that most rally around the meetingsbooked because it's a quantifiable it's something that you can talk top the coabout and the Co and say: Okay, this is what we're were measuring. This isagainst and then, if we could show that you could deliver, you know ten. Twenty,a hundred meetings on the campaigns that were putting out. That's that'ssomething that everyone can get excited about, and measures. Munis book is avery much important Pi around around a bin. Well thank nat for your insideabout countis market and thank you for joining today on marking. Spark it'sgreat to get your insight. Good Luck, as you record, with Targo, thanks forlistening to this edition of marketing spark, don't forget to subscribe by, Itunes or the apt that you use to listen to podcast leave us a review. I love toknow you think of the show for show notes, visit, Mark Evans, Dacier spodcast. If you have feedback...

...suggestion for guests or looking forhelp with be to be marketing, connect with me on linked in or send an emailto mark at Mark Evans, dot, Ca Se you next time, I.

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