Back in February, we had the opportunity to sit down with Wendy Gaskill and Holly Zulauf of N3 Results, a company that designs and executes large-scale domestic and global sales and marketing campaigns. N3 partners with Triblio to develop and scale their ABM program. With more than 20 years of experience working together, the ladies have tons of experience in the industry and lots of great advice.
As VP of Global Marketing for N3, Wendy has a proven track record in strategic planning, brand creation and awareness, and cross-channel campaign execution. Holly serves as the company’s VP of Marketing Services where she is responsible for leading a team of customer-focused marketing professionals to develop and deliver digital marketing campaigns for N3’s clients.
In episode 9 of “Ask an ABM Expert,” Wendy and Holly share some of the advice that they’d give ABM marketers today and explain how working with the right people and vendors is critical to a successful account-based program.
Know Your Audience
One of the major reasons why ABM works so well is because it improves the buyer journey and customer experience. As Wendy sees it, ABM is about playing the long-game. “ABM is an entire motion that orchestrates end-to-end, focused on the customer.”
Account-based marketing is a great fit for B2B organizations like N3 that are focused on enterprise sales because it allows marketers to manage and execute unified, account-level personalizations across multiple channels. In 1:1 campaigns, Wendy leverages intent data to identify and target the accounts that are ready to buy. She uses both first and third-party data to identify each account’s top interests and to craft unique, relevant messaging.
Not everyone runs 1:1 programs or even targeted account-based programs, but nevertheless, Holly explains that all good marketing begins with understanding your audience. “Knowing what motivates your audience is the foundation of anything you’re doing for your marketing program,” she says. As marketers, “we need to be focused on meeting the expectations of the company which is revenue growth. That’s the end goal for all organizations.”
Work with Rockstars
The ladies of N3 also emphasize finding the right people to work with. From who to collaborate with internally at your organization to which vendors to partner with, it matters. You want to work with people that understand your needs and are willing to work with you to achieve your goals.
This applies to finding the right ABM vendor. “You want to find someone who you consider as part of your team, not just an outside company, and help them understand the challenges your business is facing,” explains Wendy. Good partners help you achieve your goals in the context of larger business objectives, not just solve the specific need that their technology addresses. “I’ve found that Triblio is one of those vendors. They invest in me as a marketer and are invested in what our company is trying to achieve.”
We love working alongside Wendy and Holly at N3. Both are innovative marketers, demanding in ways that help improve the Triblio solution. Coming up, we’ll be taking more of a deep dive into N3’s ABM program and sharing their best practices.
Missed an episode of “Ask an ABM Expert”? Catch all of season one here: https://triblio.com/ask-abm-expert/