Triblio Takeaways from B2BMX 2022 

Our Triblio team had a great time conversing with colleagues at B2BMX 2022 in Scottsdale, AZ. If you didn't get a chance to see us live with SugarCRM, have no fear, we’re going to cover the main takeaways from the session below. 

How Sugar’s ABM Program Went From Zero to Hero

With the CRM market being mature and highly competitive, Sugar realized it needed to reach its target accounts earlier in the sales cycle. Targeted ads weren’t enough for their ABM-light approach to be highly effective and a fresh outbound approach was needed. With sales and marketing already working well together, transitioning to a more mature ABM program made sense. Sugar launched a rebrand in Q2 of last year including a change in messaging and a new mantra, “Let the platform do the work”. As this mindset was adopted internally, Sugar focused on three points: 

• No blind spots: Shared data via integrations and processes 
• No busywork: Automations via integrations 
• No roadblocks: Evaluate existing shortcomings with outbound 

By partnering with Triblio, Sugar was able to reduce pipeline blind spots, beat competitors to conversions, and drive revenue. By leveraging intent data with ABM orchestration, the team was able to lift account engagement in their target accounts and build out additional high-fit, high-intent audiences within their ideal customer profile (ICP).

First Year Takeaways

A Crawl, Walk, Run Approach to ABM

Sugar understood it takes time for an ABM program to be adopted and mature into a full-fledged program operating efficiently on multiple channels. The team methodically launched their program in two phases. First they provided training to employees on how to utilize the platform. Next, Sugar tactically rolled out a set of organization-wide processes. Triblio provided training during and after the implementation, with ongoing support as needed. Once the core marketing team became experts in the platform, they got buy-in from sales leadership to ensure all teams were speaking the same language, referencing the same data, and moving in the same direction: towards pipeline growth.

From ZERO to HERO

Since implementing their ABM program a year ago, Sugar has generated $9.9 million dollars in ABM-influenced pipeline with $2.8 million attributed pipeline in the first quarter. In addition to 60% of their target accounts being actively engaged after switching to ABM, a direct reflection of the sales and marketing teams' desire to engage with accounts earlier. 

We had a blast visiting with our ABM & martech community at B2BMX, especially our #FoundryCo friends - including Foundry (Formerly IDG Communications), Kickfire, Leadsift, and SellingSimplified. Check out Kickfire’s session recap here for more insights from the event.