Myriam Duchaine, Marketing Director at Averna, understands what’s needed to build out an account-based marketing (ABM) program. From the importance of getting sales and marketing to work hand-in-hand to strategically looking ahead, Myriam gets it. We recently had the privilege to interview Myriam, and she offered some insight as to why she chose to adopt ABM and her plan for building out her account-based marketing for the future.
What marketing challenges did you face and how did you overcome them?
MD: What we do as a company is very unique, in the sense that it doesn’t fit into a single box. There isn’t one product that we offer, we sell customized solutions that don’t necessarily exist yet. We service every industry that touches on technology, all over the world. As such, we need to appeal to many different types of people in different languages, in very different markets. We are talking about everything from Consumer Devices to Life Sciences to Automotive and more.
We want to communicate to all our customers that we are the best at what we do, which are custom test & quality engineering solutions, tailored to their market. The value that we bring needs to be communicated clearly and continuously considering the length of our sales cycle which is longer than average. This also has to be recognized instantly and needs to be relatable to all these different industries. This is difficult to do considering the product they need doesn’t exist yet. We offer custom solutions for markets that are always evolving, and our marketing needs to be customized accordingly.
Finally, tracking our results has not always been easy. We needed a tool that would integrate easily with our existing tools, such as our CRM, and show us the results that our specific activities were generating.
When did you start your ABM journey? Why did you choose ABM? What does your ABM solution look like today?
MD: To address these challenges, we started using ABM campaigns 3 years ago. We needed a way to show our very different customers that what we do applies to them specifically. We needed them to see what our solutions could do to improve their business. Doing this without an off the shelf product is much harder to communicate on a website alone.
Our ABM campaigns are aimed at new and well-selected accounts where we feel we will add value to their business or to existing clients, that have several different departments or branches where we feel we could be a good fit. We make sure previous examples of successful projects are highlighted in the relevant industry through a series of emails, targeted to the right people. On our website we use web personalization to grab the browser’s attention and help them find what they are looking for, considering the variety we offer. Lastly, we use targeted social media posts to stay relevant and to bring our company to someone’s attention that may not have known to look for us.
Is sales involved in your ABM program? What does the marketing and sales relationship look like?
MD: Our sales and marketing teams work very closely together in every aspect of our business. For ABM campaigns, it will be the sales team providing the accounts they feel should be targeted. Marketing will then create the content, and research the individuals and their roles. Sales will give their final approval on the material and marketing will provide them with the results once the campaign is complete.
What are some quantitative and qualitative results you’ve seen since partnering with Triblio? Any surprising results which weren’t part of the initial goal?
MD: We were very pleased to receive feedback from a customer through our sales department that the impression they had on our company was that we worked only on the type of technology they needed. In actuality, we have many different focuses, so hearing that was great news. It is exactly what the marketing department is trying to achieve.
We have noticed a lot of clicks and a higher conversion rate coming from our personalized content boards by industry and in several languages. We also like using the A/B testing tool to help us define the best marketing strategy and refine our options to the best one out there.
Are there any new goals you want to accomplish with ABM?
MD: Considering how specific our customer’s needs are, we would like to develop microsites that are more specific to their needs. We also plan to continue to build on the existing personalization across our entire website. We feel this feature creates a relationship between our company and new prospects, and it easily allows them to visualize how we can help them achieve their goals.