Triblio clients Parchment and Voxpopme were featured in Demand Gen Report’s quarterly publication of ABM in Action. Congrats! We’re blogging about some of their ABM highlights here. You can find their full stories in Volume 3, Issue 4.
In this last year, Parchment made its transition from traditional demand gen to ABM, “a much more cost-effective and productive line of attack,” according to Jimmy Montchal, Senior Digital Marketing Manager at Parchment.
We’ve loved following Jimmy’s story. First off, him and Erin, their Triblio CSM, are constantly trying to one-up each other with spectacular travel stories. In between African safaris and cycling across Southeast Asia, they’ve launched a successful ABM pilot with big plans to scale the program.
Parchment is a Phoenix-based company that sells digital credentials management solutions. Whether you’re a student, academic institution, or employer, Parchment makes sure your hard-earned diplomas don’t go to waste. The solution regularly verifies and shares transcripts, turning credentials into opportunities for over 40 million orders worldwide.
The company’s target market is varied. The needs and wants of individual students vary significantly from those of academic institutions and businesses, making it a great fit for account-based marketing. With an ABM strategy, Parchment can target each audience segment with uniquely compelling offers.
Parchment’s first ABM initiative influenced $800k in opportunities with $200k closed won bookings. “An ROI of 33 percent. Not too shabby,” says Jimmy.
Marketing and sales orchestration played a key role in its success. Parchment delivered the unified messaging across display advertising, email, the website, and direct mail to 100 hand-picked accounts. Every buyer-seller touchpoint reinforced the primary CTA – join our graduation day simulation.
The biggest obstacle in scaling ABM success was the relationship between sales and marketing. According to Jimmy, “Getting buy-in from and facilitating communication and collaboration with the sales team proved to be the top challenge we faced this year.”
Two major developments changed the game, setting a firm foundation for long-term ABM success.
- The SDR function was rolled into marketing. Many of our clients have implemented similar organizational changes, and we actually made the same shift at Triblio last year. SDRs that report to marketing can more effectively utilize account insights to build lists and discover net new accounts to target. Marketing controls ABM tools like Triblio, which provide purchase intent and account scoring capabilities that help focus and prioritize SDR efforts.
In addition, working on the same team also ensures adequate follow up for every marketing campaign. The days of the clean handoffs are over. Marketing responsibilities don’t stop at leads, and sales responsibilities pick up long before the first call.
- AEs agreed to review account progress with marketing twice per quarter. Account-based solutions force a unified funnel, giving marketers and sales makers visibility into the same set of target accounts, active accounts, marketing qualified accounts, and open opportunities. Now that both teams are looking at the same accounts, they’re highly incentivized to collaborate.
Marketers can best move the needle on revenue when they build strong relationships with sales and manage sales follow up on each marketing program. AEs have a better chance of closing deals when they’re supported by the right pieces of marketing collateral, air coverage, and purchase intent.
Entering Phase Two
“More and more the focus of marketing is on the experience, not just that of a prospect but also the complete customer experience,” says Jimmy. “The goal, of course, is to use marketing technology to make the experience work seamlessly throughout their entire journey with us.”
Juggling multiple platforms is a pain. Triblio offers native multichannel campaign execution and sales triggers, but it still needs to talk to outside platforms like CRM and marketing automation to round out how vendors interact with buyers throughout the customer life cycle. We build APIs to sync up most tool sets, but modern marketers are pushing for even more innovations in campaign orchestration.
While there’s still a lot of room for growth in