Predictive orchestration: Level up Tomorrow’s ABM
After much anticipation, the time has come! This week we were thrilled to participate in DemandGen’s B2BMX: Next Level ABM, one of the industry’s top events of the year! The week-long event provided valuable insights, tips, and more from leading ABM practitioners.
Triblio’s Chief Customer Officer, Andrew Mahr led an insightful session on Predictive Orchestration: ABM Yesterday, Today, & Tomorrow. Andrew discussed the three stages of ABM evolutions (past, present, and future) highlighting key points in each, then gave a detailed review on the future of predictive orchestration. If you didn’t catch Triblio’s session, keep reading for a recap and recording of Andrew’s B2BMX session!
ABM Yesterday: Strategy
Around 2017, it was clear to marketers that new ABM strategies were needed. Enter “Early ABM” which was effective, but slow and manual. During early ABM, customers took lots of time to build account lists and place accounts into channels. While the strategy was there, so were two issues: the process required lots of manual work and was slow.
ABM Today: Data
Today’s ABM has come a long way, execution is a lot faster and targeting is a lot better. Now ABM can prioritize and segment accounts automatically with predictive models built from data. Data from places like CRM systems, website traffic, and intent data can be put into ABM platform to create automated dynamic account lists. No more wasting your time and energy with manual work. In addition to automated list building, ABM uses data to automatically segment accounts, and triggers the right sales play at the right time with the right messaging.
Although ABM has come a long way, at this point, there are still some limitations. A lot of these automated programs can only focus on advertising and aren’t able to work across different channels. While display ads are great, they don’t create pipeline on their own, leaving ABM marketers reaching for more.
ABM Tomorrow: Technology
Good news for you – tomorrow’s ABM is already here. Now orchestration technology is able to build multi-step, cross-channel ABM campaigns that allow everything to be fully automated. Data picks the highest-fit accounts and puts them in the right campaign in real-time. Marketers can now orchestrate campaigns with ease, and have control over the sequence and duration of cross-channel marketing tactics – no manual processes necessary.
Although Andrew talks about Predictive Orchestration being tomorrow’s ABM, there are platforms like Triblio that are already able to execute ABM this efficiently. Orchestration Canvas is the latest feature of the Triblio Orchestrator, which provides a new way of creating multi-channel, multi-step campaigns. Canvas is the first visual ABM campaign builder and features a UI that allows marketers to orchestrate campaigns within a single drag and drop visual interface. Canvas’s user-friendliness is a technological leap for ABM campaign building.
ABM may be relatively new, but it’s parsing the course to be a highly innovative and more efficient marketing strategy. Want to see more? Watch Andrews full B2BMX session recording.
Interested in orchestrated multi-step, multi-channel ABM campaigns? See The Triblio Orchestration Canvas Live