Though ABM may not be a new idea, we can all agree that it’s still in its infancy. Every day, new idea, new vendors and new stories about ABM are coming out.
At Engagio, we are privileged to work with some of the most forward-thinking marketers in the ABM space. From CMOs leading a company’s strategy to practitioners on the front lines, it’s time to highlight amazing marketers.
In this post, I had the opportunity to sit down with Rebecah Wiegardt, the Account Based Marketing Manager at GoAnimate, a SaaS video creation platform that allows users to create dynamic video content.
If I could use one word to describe Rebecah, it would be fearless. In fact, we just nominated her for Marketo’s #Fearless50 award. View our submission video here:
Rebecah has quickly gained knowledge in SaaS marketing and has become a leader in ABM. She has implemented the strategy for two different companies and prides herself on her ability to successfully align and collaborate with sales teams, which is critical to the success of any ABM strategy.
That’s why I wanted to sit down with her and chat about ABM and analytics. Without further adieu, enjoy my conversation with Rebecah Wiegardt.
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Brandon: How do you use ABM metrics to answer important questions about your target accounts?
Rebecah: We track a number of Ideal Customer Profile (ICP) metrics and sales metrics to first decide whether or not an account is qualified for our ABM program. We use data such as industry, department size and type, title, number of employees, and growth acceleration for current customers when we target for land and expand.
Once they are qualified, we use ABM metrics to track our progress on the account level. We have both a land and expand program along with a greenfield program, and the engagement on the account level is key to see if we are reaching the right people and if they are responding to our messaging.
Brandon: How do you get that important information over to sales? What account data does your sales team care about how?
Rebecah: Our data is integrated into Salesforce, and we have specialized reports for the sales team to understand the pipeline and ABM program prior to an opportunity being created. Right now our team focuses on actions taken by a target account. Having this insight lets us respond appropriately for more personalized and relevant communication.
Brandon: What advice would you give to organizations getting started in ABM to align sales and marketing?
Rebecah: The biggest piece of advice I can give is to just get started. Learn, optimize, and repeat. ABM is a powerful strategy and to expect to get everything right before you start just isn’t realistic.
Build a great foundation and collaborate with sales. Alignment isn’t good enough for ABM, you need to be one team working together. If the goals aren’t the same then it becomes difficult to make sure everyone is rowing in the same direction.
When building a campaign, sales should have the ability to provide feedback and come up with ideas. As Marketers, sometimes we want to run and be in our silo because asking sales for feedback and ideas is like opening a can of worms. Be sure to set guidelines ahead of time so meetings don’t turn into complaining sessions, but also be sure to listen to what sales has to say. After all they are on the front lines with the customers and talk to them everyday.
Lastly, set expectations on who owns the final decision. Collaboration is a great way to get a project started and through almost to the end, but there comes a point when someone has to say yes or no. Make sure the team knows who that is and share the reason behind your answers. If you make decisions without providing explanations, than the collaboration deteriorates quickly because members of the team will think their ideas and opinions are not taken into consideration and team members won’t want to collaborate in the future.
Brandon: Engagement is one of the ultimate metrics in ABM – how do you think about what makes a program engaging? How do you create engagement at your target accounts?
Rebecah: One of the biggest things I do when creating engagement is to think about the persona and which channels will work best. As a rule of thumb I always use at least 3 channels regardless of how small a program may be. Emails and phone calls are not enough by themselves to drive engagement. Typically I see the biggest spike in engagement at 4 or more channels. I also ensure there are both marketing and sales touches and serve content that matches where the contact and account are in the funnel. Another component I utilize is the relationship between the account and our CSM team.
Brandon: After you create your programs, the next step is measuring success. How should people think about analyzing engagement at their target accounts?
Rebecah: Engagement has so many facets: who is engaging, where are they engaging, and how much are they are engaging? I think it is important to look at the type of action a contact is taking, if they interact with marketing emails, blogs, or content, versus engaging with sales emails, meetings, and phone calls.
Also if you are SaaS-based, are they engaging with your platform (for land and expand opps)? Another key factor is how many contacts from one account are engaging. If the buying process involves 7-12 people, you need to engage with enough people to push a deal across the finish line, specifically the budget decision makers.
Brandon: What success have you seen since implementing Engagio and ABM?
Rebecah: One of the biggest successes we have seen since implementing Engagio was a increase in our meetings and demos booked. With the orchestration that Engagio has created across teams we are able to bring a prospect across the finish line smoothly without missing a step or forgetting to circle back. We also are able to better communicate to the account as a whole because we aren’t siloed by department anymore when speaking with ABM accounts. We have all the information on the account and have a better understanding of what each account needs from us.
Brandon: What will the future of ABM look like?
Rebecah: With advances in technology, I think we are going to be able to truly scale more aspects of ABM. We will be able to not only customize their experience with us but also personalize the messaging and content.
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