Account based marketing promises better targeting, more quality leads, and impact-focused measurability. But it’s understandable if you’re hesitant. Uprooting your entire leads-based process for marketing and sales operations seems daunting.
Last Friday, our CMO Jason Jue spoke at an Oracle Marketing Cloud User Group Lunch hosted by Relationship One—thanks for inviting us out to Boston to speak alongside Brenda Barrelle from Relationship One, Richard Flaherty from PerkinElmer, and Chris Fatzinger from Oracle. These user groups are great avenues for sharing best practices, and the 3 client stories Jason shared speak to some of the more daunting questions around getting started with ABM.
Jason highlighted 3 client examples: Winshuttle, Clarabridge, and Plex Systems. Each organization was able to adopt a best-fit approach to ABM.
Let’s take Winshuttle, which provides SAP platform enhancements. Its marketing and sales teams wanted to maintain a leads-based structure, in which they were already tracking website visits and conversions. So instead of repurposing their existing campaigns and metrics for the account funnel, they adopted account-based tactics. They ran account-based ads paired with account-based web personalization and found that these account-based tactics optimized their leads funnel. After 3 weeks, Winshuttle saw 5.6x more in-target web visits and 4.8x more in-target conversions.
Next, we have Clarabridge, a CEM software provider that dedicated resources to run a distinct ABM program for two target account segments: retail banking and healthcare. Clarabridge’s marketing team ran a campaign that personalized target account web experiences and tracked account-based metrics. They scored accounts by known and unknown visitor engagement and trained account-development reps to begin outbounding upon account engagement triggers. Since their initial ABM program, which influenced $24 million of revenue, they’ve added more target segments to their ABM program.
Lastly, there’s Plex Systems, a cloud ERP solution for manufacturing companies. Plex’s marketing and sales teams, led by their VP Jen Dimas, instituted a complete ABM program overhaul. Its growth didn’t miss a beat. After adopting a full-funnel approach, using account-based ads, web, and sales activities for 25,000+ target accounts, Plex saw a 2.8x lift in inquiry-to-MQA conversions.
Depending on your organization’s needs, there are many “right” ways to adopt ABM. At Triblio, our client success team is great about sharing best practices and provides strategic ABM consultations. It’s important to understand how your marketing and sales teams are structured, your restrictions, and your goals to find an ABM approach that is right for you.