As marketers, I think something we can all agree on is that developing the right strategies and tactics to drive revenue growth isn’t always straight-forward. What works for one company may not work for another. And what’s best for one team may not always be best for the organization as a whole. However, with the introduction of account-based marketing (ABM), developing a roadmap for success has enabled companies to align their marketing goals to overall business outcomes.
We recently had the opportunity to sit down with our client, DLT Solutions, to discuss the criteria they used to decide which ABM platform to partner with, as well as some of the challenges the marketing team was facing and how they used ABM to go to marketing more effectively and faster. Watch highlights from our conversation here.
Guiding Principles for Choosing an ABM Technology
Based out of Herndon, VA, DLT is a public sector channel partner for technology companies. Back in 2015, it decided to take an account-based marketing approach to stay ahead of the curve. DLT is responsible for accelerating pipeline for its technology partners, so its marketing and sales teams are always looking for an edge.
In our conversation with DLT, Tom Mahoney, Director of Corporate Marketing Operations broke down the specific criteria the company used in making the decision.
- Scalable and Stable – How scalable and stable is the technology?
- Effective Targeting – How effective is it at reaching the customers you want to reach?
- Customer Service – What degree of customer service and engagement can you expect from the ABM team?
The scalability and stability of your ABM technology is essential. Make sure that your ABM vendor is powerful enough to scale multichannel campaigns for all your target accounts.
Effective targeting is just as important as the platform’s scalability because identifying and prioritizing the right accounts for your organization is foundational to a successful ABM program. One of our recommendations is to look at whether a platform offers intent data. This type of technology can assist you in identifying warm accounts and help you prioritize your outreach.
Lastly, the customer service piece is crucial in account-based marketing success because you ideally want a vendor that will provide training, implementation and strategy support. As discussed in last week’s blog post, we suggest choosing a vendor as a partner. ABM program goals can differ vastly between organizations, especially since B2B companies often sell complex, custom solutions. You’re going to want to partner with a vendor who will help you with your unique goals and challenges, and essentially help you come up with a custom success strategy.
Developing an ABM Strategy
The first step DLT took in developing an ABM strategy was to make sure the team was on the same page. That means targeting the same target accounts and delivering on the same goals. Tom found that interviewing the stakeholders across the organization was key in determining the business outcomes they were hoping to drive. This allowed everyone involved to see what success looked like and enabled the company to develop a plan around those outcomes.
DLT proceeded to develop its ABM strategy by discovering and solidifying the right messaging. Leveraging Triblio, the company gained visibility into what each account is most interested in, enabling it to personalize messaging per account and reinforcing that messaging when on calls with its target accounts. Additionally through Triblio, DLT was able to test different creatives to hone in on the best images and CTAs. According to Tom, “We’re using the analytics from Triblio to help us make more targeted and strategic decisions about what ads we’re running and to whom we’re running it.”
“We’re using the analytics from Triblio to help us make more targeted and strategic decisions about what ads we’re running and to whom we’re running it.”Tom Mahoney, Director of Corporate Marketing Operations, DLT Solutions
It’s been such a pleasure to walk through the development of DLT’s ABM strategy together. Triblio partnered with the company from the early days of adopting ABM and has continued to work with DLT, as the team now analyzes different tactics and strategies for running sophisticated campaigns on its own. In the past few years since launching a fully integrated strategy, we’ve seen DLT develop innovative campaigns that have resulted in 3-4x lift over its own benchmarks from past years.