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 podcast that delivers insight from marketers and entrepreneurs and small doses. Now, by small doses, I'm talking about fifteen minutes or less. On today's PODCAST, I'm talking with Naddy Mlanie, the marketing director or targo networks. Nadia is a fearless fifty marketer with a focus on creating digital brand experiences and accelerating marketing technology. Nady is going to offer insight into account based marketing. Welcome to the PODCAST, Nadia. Hi, mark, I'm it's so happy. I'm so happy to be here, so thanks for having me now. This is amazing. I'm really excited about talking about ADM and getting your insight on how to make it work. Can you provide a quick overview of account based marketing? What is it in one of the benefits of companies embracing it? I want to just preface this by saying this is ABM from the trenches. So I have not written a book, I haven't...

...written multiple books about ABM. I've read a lot of them, but this is till me experiencing it from from first person perspective, with an organization's ABM is account BA's marketing, and really what that means is targeting your your marketing based on accounts. Traditionally it was to mansion all but lead quantity, and it's shifting that from quantity of leads to actual account based marketing. So delivering highly personalized experiences to accounts for the for the really the goal of acquiring them and and possibly expanding on current existing accounts that you have within the organization. There appears to be growing interesting maybe, and maybe it's my persuction. Do you think that's true and if so, why is that happening? I think that with marketing is always like the buzz, the buzz words. Right. So we think about even like ten years ago, so all but Legion and kind of morphed into demangin, and then now we hear a lot about ABM. I think there's something to that. I think that there is definitely some...

...more, some more buzz around it. But really, when you think about the philosophy around it, so account based marketing, it's been around forever, even if you're did marketing twenty five years ago, just you know, sortage of the planning campaigns around accounts. Is it new? But what makes it really relevant right now is when account based marketing needs technologies, we think about all the different technologies that are available. It really allows you to scale your acquisition efforts in a fairly very, very tailored, personalized way. So because of that, the scalability around that, because of technology, it's actually really good strategy for baby companies to use today. What type of companies should use ABM? Is it limited to BEB companies? Total debatable. I love to like bet a panel parts one day to talk about BBC versus be to be. My experience has been be to be and and for me it works and I think that what makes it work for be to be is that if you're in a company where you've been doing to manage and Legion for a very long time and what that usually means is like you've hit your your lead number for...

...the month and marketing is like yeah, it's awesome, and then you hand over those leads to sales and sales typically says these leads are crap, and what happens is there's just this dis alignment between sales and marketing. So marketing you know, but doing this thing on the side with all these great quantity of leads and sales just saying these aren't good and I'm not going to focus on the so all your efforts and are waste and is really no wherever in your return on them. What Account Beas marketing does and it allows you to do, is if you're not finding success with your demanjion efforts, in your legion efforts, then it's really that it's really a good tactic to get alignment across the board and bring revenue and showing Roy within the organization where everyone can rally around the strategy and work together on accomplishing those goals. If you bind to the concept of baby and how do you get started? If you never done it before, you're doing some kind of ugital marketing, but you think that ABM can help, you give us sort of the first steps that you should that you should consider. So I think it sums so that. I...

...mean a couple of I think that if there's a lot of thought around this, but leadership around this, I think it's really important to just do some research around it, like what is ABM? And I think it's really important to get buy in first and foremost, like you need to talk to your your executive team, so your c sweet and get them on board, explain to them what it is and why and the why around it, because if you're not going to get them to buy into it, it's never going to work. It's super important to do that. And then when you get buy and you need to understand that, how are you going to measure this or across the organization, because the CEO and the CFO are not going to care about, you know, traffic numbers, not going to care able to see to your an emails, are not going to care about open rates. are going to care about revenue. So how is this going to drive revenue at ry within the organization? But once you have that, by it you understand what the have a measurement is going to work. What are we going to measure as an organization together, then you're going to get sales and marketing alignments. You're going to talk to your sales team and you're going to say, look, this is what we're thinking, what and and this is what it...

...could do for our team. Of the work together. So it's really important to have a sales organization that's going to work with you to develop orchestrated account plays that you can work together on to really drive the incremental revenue. That that your organizes, any organization needs today. That alignment is super important. Can't, can't stress that enough, because if you don't have that, you're never but you're not going to get too far. And then once you have that, you tested. So I know everyone, you know, hates the word testing, but test it out, test out the strategies, get a really get a play that you guys can work on together. That but that's a high propendency to win. That way you get the momentum, you show the early wins and then from there you can expand from there. And then, lastly, once you kind of have this nor organizationally implemented, then it's about scale. Then it's looking at the technologies and how can we scale the these programs to make them bigger and better. So, if baby M is your delivery mechanism, who the supporting actors are? What are the supporting actors, and by that I mean you know, what kind of marketing collateral do...

...you need in terms of blog posts or videos or sales sheets, like, how are you going to actually put me on the bone when it comes to Adm? You know, really good question. I think that every single accounts different so when you look at your account right you want to have multiple touch points. But I know, if you talk to me about a year ago, there was a live events were huge. So of that has changed obviously. So it's really about, like what are the digital touch points that are going to matter to this existing customers or this at this prospect or account? It's going to be a myriad of things. You're going to have blog posts, you're going to have video, you're going to have email. DM's work really, really well. And then not only that, like you're going to have another thing about a campus. Marketing is going to be Dedlo, you can developing your ideal customer profile. So who's our ideal customer? So let's just say it's mid you know the verticals, categories, dividing all of that, all that firmographic data of like how big this customer is. And then in that ideal customer profile there's going to be buyers. So there's going to be your cm, your CEO perspectively of a company. So what works for...

...them? Email might work. DM might work sort like a personalized book perhaps with a really precise message on on your particular vertical. So that would work for a cee CEO, but what works for a manager level? So maybe it's, you know, an exclusive invitation to a digital experience that you're creating that they maybe make me want to participate in. So you have to really think about a cohesively. What's marketing going to be doing? And then when does sales follow ups and do they follow up after the the DM and then they call? So it's it's really about multiple touchpoints, personalizing it to that customer and who are the different buyers in that customer at the company and and personalizing it for those buyers. There's there's multiple things to think about when orchestrating the types of campaigns and it's very customized for each customer. So what one thing might work for one person it mean at work for another, another person or company. So we talked to theoretical sort of a concept, to debium,...

...and I promise people that I would provide, or make sure that guess provides real world insight into the successes or failures that they've had with different marketing campaigns or technology. Going back into what you've done with Adum talk about your success and we're talk about your failures. What did you do that really resonated that really delivered results and achieved your objectives. I've been in very much integrated into the onset of ABM. So I'm now I'm kind of in the second time where I'm implementing an ABM programs and now we're getting a little bit more of a mature program but so not specifying. Is that the which company of worked out? But I'll give you two examples. So one example is that we try to activate ABM and I think we did a really, really great job at sales alignment and getting buy in and getting everybody rallied around this concept of ABM. But what we didn't do really well is simplifying it. So we made the orchestrated marketing sales campaign really complicated. So we there was it was probably too hard of a customer to go to, go to because we...

...couldn't figure out like how many buyers there were, who they were exactly. I think that we try to make it too complex. It's really important to pick something that you can win on the early on set, because if you can't win on that campaign, you can't show success, it's going to be hard to move it forward with an especially within a big organizations. That was kind of a failure. For the first one that I was involved in is that we made it too complex and we weren't able to show the revenue wins that we wanted to. A second example that I had was we were able to really get so this is more of a win, is that we were able to get senior leadership on board, we were able to get the sales and marketing team alignment and where we really really I think that a good job, is we were able to connect with each individual sales rep and we had kind of we worked with all of them. We pick the ones that we could win on. So we said, okay, out of these twenty reps, we think that five of these campaigns are going to deliver, but we launched with the one that we when you when you could win, we launch...

...with that. We showed the revenue successes around that. And the way we did that as we measured our success by meetings booked. So how many meetings we could book with a perspective customers? Then by booking the meetings, then we were able to travelkay how many actually closed? Once we showed that hey, marking the only delivers leads. They can they can actually get you meetings book which then delivered in an amazing close rates. By showing that early when we were able to build the momentum and get everybody rallied around this idea and really push that forwards. That was all around getting everyone had its like that out of psyched up about it. So those are kind of two examples, real world examples, of around how you getting alignment and how you can make it weren't when, but how you could also make it fail. If there's so much talk about empty wells and s q wells and all the different tpies. But at the end of the day, when you think about it, ABM is really about meetings want. But if you can get those means you can actually have conversations with people, like real conversation. That that's got to...

...be the key success bact. It is. So for ABM, I think that there's I mean every organization we have a few different types of metrics around ABM, but you know, I think that most rally around the meetings booked because it's a quantifiable it's something that you can top the CFO about and the CEO and say, okay, this is what we're for. Measuring this as against and then if we could show that you could deliver, you know, ten, twenty hundred meetings on the campaigns that were we're putting out. That's that's something that everyone can get excited about. Adventures meetings book is a very much important kepi around around ABM. Well, thanks, native for your inside about Count Base Marketing. Thank you for joining today on marketing spark. It's great to get your insight. Good luck as you forward with ARGO. Thanks for listening to this edition of marketing spark. Don't forget to subscribe by Itunes or the APP that you use to listen to podcasts. Leave us a review. I love to know what you think of the show. For show notes, visit Mark Evans dot see a slash podcast. If you have feedback,...

...suggestion for guests or looking for help with bdb marketing, connect with me on linkedin or send an email to mark at Mark Evans Dot Sea. See next time.

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