During this week’s virtual B2BSMX event, Nigel Williams, CMO at Quadrotech presented the session, “ABM: Get Radical but Stay Practical.” In it, he explained how he successfully shifted Quadrotech to an account-based approach and the steps he took to execute the transition effectively.
As a seasoned B2B marketing practitioner, Nigel knows a thing or two about creating revenue-generating programs that work for both marketing and sales. Today we’re going to share a high-level overview of Quadrotech’s ABM journey and breakdown how the company achieved radical transformation in demand gen, pipeline creation, and revenue growth by partnering with Triblio.
Preparing for Takeoff
Prior to going all-in with ABM, Nigel anticipated the possibility of scope creep. He wanted his program to make a real impact on pipeline and revenue, but he also knew that he needed to shape the program before it could make a difference. That’s how he landed on these four questions before launching ABM.
- Are you ready for ABM?
- Are your expectations realistic?
- Is the program overly ambitious?
- Will sales adopt what you provide?
It’s easy to think up a mammoth of an ABM program that tries too much at once. If you don’t check yourself, or “get practical,” as Nigel says, it won’t be a question of how well your ABM program performs. Your ABM program may fail to launch from the beginning.
Launching the Pilot
Nigel decided to center Quadrotech’s ABM pilot around a simple webinar program. Marketing leveraged Triblio’s ads and personalization modules to promote thought leadership on M&A expertise to attain registrants, while sales leveraged the lists to get into its target accounts.
The initial pilot accomplished two transformational tasks – it created a more extensive, targeted demand gen bucket for the sales team to engage with, and it built a bedrock for the company’s pipeline goals. By building out a webinar campaign that unified marketing channels with sales plays, Quadrotech hit a record 1,000 registrations.
Expanding to ABM 2.0
Piggybacking on the initial success of the pilot, Nigel quickly put together an ABM expansion plan, which he called ABM 2.0. The upgraded plan included a more sophisticated, multi-channel, multi-touch marketing and sales program, that increased testing for messaging and creative personalizations. The program was a total transition to MQAs (marketing-qualified accounts), and the beginnings of incorporating intent.
ABM 2.0 relies heavily on account visibility, which is provided by the seamless integration between Triblio and HubSpot. Quadrotech has been able to refine its target accounts and deliver high-fit, high-intent accounts for the sales team to reach out to. The team is also leveraging intent data to drive ads and optimize campaign performance.
From all the work put into ABM in the last couple of years, Quadrotech is looking at record-breaking levels of marketing-sourced revenue. Moving into the new year, Quadrotech plans to further expand its ABM program and leverage more Triblio personalization tools like Smart Pages.
To hear Nigel talk more about Quadrotech’s ABM journey, watch his B2BSMX recording.