I’ve been thinking a lot about change recently. There’s certainly plenty of changes around to reflect on: changes in the way we think about public health; changes in how we socialize, work, and grocery shop; changes to our business and to the economy… it’s a lot.
Many of these changes are for the worse, but a few of them are for the better. For instance, I’ve noticed that people have become kinder recently. We’re slowing down and taking the time to check in on loved ones and friends, and we’re asking how they really are. We’re granting space in all our relationships — including our relationships with our coworkers, which can be rare — for all of us to simply be human. And personally, I’m finding more time to exercise and am generally eating better.
Today, I’m excited to announce two positive changes: first, that we have a new website which better reflects who we are as a company. I hope you’ll take the time to give it a look. Second, we have a new way of thinking about account-based strategies and our platform’s role within them. We see our responsibility as an account-based engagement platform to deliver you better insights, better experiences, and faster growth, so that you can grow your business and your account-based programs in a scalable and sustainable way.
We believe that there’s four main components to a successful account based program:
- Build a strong account-based foundation with data from across your tech stack.
- Align Marketing and Sales around a shared view of your accounts.
- Orchestrate high-impact, multi-channel plays at scale.
- Measure what’s working and prove impact.
We’re here to help with all four of these components, and we’re excited to continue to help you and your teams grow and thrive even in this uncertain time. We’ve changed the way we define account-based programs because we know that this framework delivers results, and we use it ourselves. Check out the infographic below for more details on how we’re thinking about this shift in ABM, and if you have any questions, feel free to let me know.