The Proof is in the ABM Pilot – Proofpoint Marketing Podcast

I had the pleasure of joining Mike and Gabby from Proofpoint Marketing as guest #2 on their B2B Marketing Podcast, “Show Me the Proof, Get to the Point”.

In this episode, we talk about ABM—Account-Based Marketing—something that’s all the rage these days and my experience leading an ABM pilot that drove 3 new pipeline opportunities (out of 15 named accounts) in the first 30 days in my former role as Senior Manager of Demand Generation at Trimble.

What you’ll learn in this episode: 

  • There is a difference between account-based campaigns and account-based marketing, where you have real alignment with sales, going after shared targets.

  • How to pitch an ABM effort to senior leadership, and who the stakeholders should be.

  • How to measure account-based efforts.

  • How to curate and personalize content for each account.

  • Perfect is the enemy of the good – how to launch quickly and iterate as you go.

  • You need the right market intelligence and messaging to make the tech and targeting work well.

Here’s what the ABM Pilot campaign execution looked like:

  1. 20 total accounts were identified for the pilot.

  2. They used Uberflip to spin up custom curated landing pages for each account.

  3. They sent personalized emails to account contacts.

  4. They leveraged LinkedIn ads.

  5. They leverage programmatic display ads via 6Sense, along with 6Sense intent data.

Things to keep in mind for your next ABM campaign:

  1. Get real insights from your sales teams about each account. This will help when the time comes to create and curate content personalized for these people.

  2. Make sure you really partner with sales, and understand their pain – where in the funnel are you trying to make an impact.

  3. Don’t overcomplicate it. Don’t worry about having the perfect content or the perfect tech stack at launch. Focus on launching and quickly tweaking as assets are in-market.

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