The beach was a really great place to reflect on my nearly two months of working at Triblio. I’ve seen how the world of ABM has grown and evolved as new features and approaches are introduced into the industry. I’ve worked in other marketing roles before, and what stands out about the account-based approach is the importance of scaling 1:1 account targeting for pipeline impact, because at the end of the day that’s what matters. As marketers, we want our work to move the needle on larger business objectives. New to ABM myself, here are 3 things that every ABM beginner should know:
3, 2, 1…
- CustomersAccount-based marketing is all about the customer experience — ABM programs organize consistent, relevant messaging across every stage of the purchase journey.
- CollaborationSuccessful ABM campaigns require a lot of collaboration between departments — it helps to meet regularly with AEs and SDRs to make sure messaging is aligned and brainstorm new campaign ideas.
- ChannelsThe best results are achieved by incorporating the right mix of personalization, messaging, and channels — different audiences have different patterns of behavior and expect different types of outreaches.
I mentioned that one of the fundamentals that ABM beginners should know is how collaboration between departments is key. Well, I see that at Triblio every day. Not one team is in the dark about what another team is working on. The company is transparent about the goings on between the executive team, customer success (CS), developers, and the sales and marketing teams. Everyone is invited to attend the sales review meetings, all are welcome to the account strategy huddles, and our bi-weekly company lunches include updates from all departments.
The #TriblioTribe, as I like to call it, is such a collaborative organization to be a part of! There’s such momentum going into 2019. The company has added some great talent to the marketing, CS and sales teams, and we are all chomping at the bit to surpass our 2018 numbers. Our Real World ABM Tour is coving both the east and west coast this first quarter of the year, and we’ll be heading to San Francisco and Austin for the TOPO Summit and the SiriusDecisions Conference, respectively. Plus, we can’t wait to release new integrations that enable our clients to orchestrate end-to-end campaigns. I can confidently see how the Martech space is growing and evolving and that the future of ABM is bright.