Here at Triblio, we work really hard to help our fellow marketers. Our blogs cover a variety of topics, from intent data to content personalization. Plus, we have a new educational series that we’ll be debuting in a few weeks, so stay tuned for that! Looking back on 2019, what we’ve been really proud of is our Real World ABM Tour, which visits dozens of cities across the country every year. The tour answers top questions from B2B marketers using success stories from real ABM practitioners. B2B marketing leaders are invited to a midday power lunch, where they learn about award-winning customer campaigns, discuss current marketing challenges, and get practical advice from ABM experts.
In the last few months, we’ve had some exciting guests present during the Real World ABM Tour. From customer practitioners to leading experts in the industry. Today we thought it would be fun to share some highlights from the latest batch of lunches. If you’re interested in attending one of Triblio’s events, they are by invite only. However, to find out more about upcoming lunches near you, visit https://triblio.com/about/abm-tour/.
Phoenix | Account-Specific Content Pages
We had the pleasure of having one of our clients join us in Phoenix in October. Jimmy Montchal is the Director of Demand Generation at Parchment, a company that provides digital credentials management solutions. During this Real World ABM lunch, our CEO Andre Yee and Jimmy discussed one of the tactics that Parchment implemented as part of its ABM program and why it worked.
To refocus its marketing efforts on sales results, the company piloted an ABM initiative that involved account-specific content pages for sales nurturing. Supporting sales would allow the marketing team to make a more direct impact on revenue growth and enabled reps to adequately follow-up with target accounts. By leveraging content pages, Parchment reps were able to generate 1:1 unique, account-specific pages with content in line with existing campaigns.
The approach worked because:
- Prospects were more likely to engage because they knew the content was hand-picked for them.
- Sales got more granular insights into account behaviors vs sending email attachments.
- Marketers built the pages at scale using customizable templates.
To learn more, you can read our case study on Parchment here.
San Francisco | High-Performing ABM Strategies
Later that month, Megan Heuer, the Vice President of Research at SiriusDecisions, joined our Chief Customer Officer Andrew Mahr to talk through what high-performing companies are doing to make ABM work in the real world. High-performing ABM programs are those that saw 10% or higher ROI from their ABM accounts compared to non-ABM accounts.
The presentation highlighted the aspects that set top ABM programs apart. One commonality amongst high-performers was the use of account-based tools to support various functions such as developing a target account strategy, understanding buyers and customers on a deeper level, and executing coordinated marketing and sales activities.
During the lunch, Andrew and Megan also discussed how ABM performance is ultimately measured by business outcomes. Attendees got a look at SiriusDecisions’ formula for building successful ABM programs, which helps marketers contribute to pipeline, accelerate the sales cycle, grow the average deal size, and achieve other revenue results.
Minneapolis | ABM Industry Insights
In early November, Andre was joined by SiriusDecision’s Bob Peterson to give a high-level industry overview of ABM. According to SiriusDecisions, account-based marketers are increasingly turning to technology to operationalize and optimize their efforts. Bob Peterson, Senior Research Director at SiriusDecisions, shared some of the areas where B2B marketers plan to spend more in the next 12 months.
They then ran through multiple case studies that showed various approaches to account-based go-to-market strategies. Oftentimes, companies pilot one model of ABM initially, such as a high-targeted “large account” ABM campaign. If they find success with a few accounts, they’ll eventually broaden their scope over time to include hundreds or even thousands of target accounts.
We’re strategizing and planning for our 2020 Real World ABM Tour schedule. If you’d like us to make a stop in your city, visit https://triblio.com/about/abm-tour/.