How to start ABM: Starting small versus an all-in-one approach - The Intent Data Podcast

Intent has to be one of my favorite topics to discuss in relation to marketing, demand gen, ABM and campaigns. Basically, all things marketing.

It is the glue that can connect teams, the data that can intelligently fuel campaigns, and an integral part of many programs I have run.

If you are not familiar with intent, it is essentially a suite of signals that identify when target accounts are likely in market based surges in web activity. You generally subscribe to a suite of topics related to your business, then the intent provider uses natural language processing to determine when your top accounts are consuming content. Those become signals you can activate for timing and narrative for prospecting, digital campaigns, etc.

I sat down with Mike Burton, Co-Founder of Bombora and current VP of Data Sales to chat about all things intent, how to get started with ABM, and a bit about all-in-one platforms vs. individual vendors. You can listen anywhere podcasts are streamed - links below.

Listen Below:

Apple

Spotify

Sounder

The Unicorn Hunter - Marketing Stir Podcast

Demand generation and integrated marketing are two topics I can speak to all day long. But the one topic I love more than anything else is leadership. We have the opportunity as leaders in hyper-growth companies to not only make an impact on revenue, but influence and shape the next generation of leaders.

Being coached by a strong mentor can either change the trajectory of someone’s career for the better, as in my case, while a toxic leader can lead to a quick spiral that affects the employee around the clock. When Vincent at Stirista gave me the opportunity to spend our time talking about leadership, I was all in.

Check out our conversation to hear about:

• My journey to tech (preview - I grew up on a farm)

• Advocating for female leadership

• Tips for how to avoid failing in B2B

• How I hire talent for Snowflake’s ABM team - This is where the unicorn hunting comes in.

** Clicking on the image above will take you to the podcast recording on The Marketing Stir website. You can also listen on Apple Podcasts and Spotify.

Conversion Secrets - Second Lever 2022 Virtual Event

Conversion is the new buzzword on the block as more organizations look to optimize existing channels instead of charging toward growth at all costs. The problem is, pinpointing conversion leaks and then fixing them at scale is challenging. It is a topic we can all learn from each other on. M2, the thriving community from Mutiny, Chilipiper, and Alyce dedicated an entire event to this topic alone and invited me to join the conversation.

Check out the recording below to get a glimpse into how I think about conversion in ABM, using personalization to increase in-person event registration, and how to leverage different levels of tailored experiences for various account targeting. Don’t forget to check out sessions from other orgs like Ramp and 6sense while you are there.

**Clicking on video below will take you to the Second Lever replay page where you can watch the content for free.

Thanks, Mutiny and team for a fabulous event!

What Successful Teams have in Common and the Problem with Direct Mail - Demand Gen Chat Podcast

Is ABM demand generation? Is demand generation ABM? It can go either way, but the most important thing to focus on is supporting revenue teams to open, close or expand business in the accounts that matter most to the bottom line. In this conversation with Tara Robertson, we discuss how the team at Snowflake is built to support cross-functional demand generation efforts. From field marketing to sales development, the team is equipped to help drive demand across the business. Learn about how we measure success and how account based marketing has evolved beyond display ads and direct mail.

Speaking of direct mail - it is one of the hottest topics in ABM today. It is super powerful when used well, and a big time and budget sink when not. Listen in to hear about how to incorporate direct mail into your integrated campaigns for the best outcome.

Check out our conversation on iheart or apple podcasts.

The Professional Jury-Rigger - The Difference Makers Podcast

From the time I was a kid, I have always liked and been good at tinkering, building and creating things. Whether it was blinkers for our family go-cart made of leftover electrical wire and string or my first business making bowties out of paper, I have consistently used what I had available to make things work.

In my professional career, I certainly have a larger budget and a lot more technology to help, but I still believe the best marketing programs are built in response to a need, using first what we have to prove a concept, then adding on to scale.

I sat down with The Difference Makers Podcast to discuss this in length. The key highlights are:

1. There are No Masters of ABM

2. Always Be Growing, Always Be Learning

3. Running Into Walls Pays Off

Determine the Right Message at the Right Time for Target Accounts - B2BMX

We are back! What a joy it was to be back in person at B2BMX in Scottsdale!

I had the honor of sharing the stage with Andi Quilalang, a fellow leader on my team. Together, we shared how we are using intent data not only for account selection, but for content and sales play planning.

The most common thread of questions was centered around getting sales' buy in to kick off an alignment point. Here's the thing -

You only need one.

You need one seller who is open to trying out your program.

You need one pilot to get one win.

Now you have one advocate that turns into two, with more wins, and more evidence that an intent-driven marketing program works.

Watch the full presentation below.

Goods to Selling High - Saastr Miami 2022

I had a blast in Miami talking to startup founders, CEOs and venture capitalists about the best tips and tricks for hyper growth. One of my favorite things to do is learn from innovative entrepreneurs about their big ideas and how they plan to change the future of tech. From Crypto-based businesses to data-centered analytics, Saastr Miami was packed to the brim with bright-minded innovators ready to take their business to the next level. Thanks to Saastr and Brex for hosting an incredible event at Veza Sur Brewing in Wynwood.

When speaking with early-stage startups, I often get asked about how to start an account based program in order to tackle meaningful prospects. However, pre-seed, seed and Series A organizations often lack the foundational infrastructure needed to build a scalable demand gen engine, most less a robust ABM engine. With limited resources and the need for rapid scale, these orgs need to focus their efforts on marketing elements that will be reusable across accounts and channels.

In this presentation, I took the audience through a practical approach to content and tactics that will benefit organizations for years to come. Check out the recoding to learn more.

Personalizing ABM at Scale - Let's Talk ABM Podcast

Personalization has become a buzzword in the industry, but for good reason. Thinking about how to personalize experiences is an indication that we are thinking about the most important part of an account-based approach - putting the customer first.

However, perhaps more important than personalization is relevancy. How do we serve the most relevant content to the right people at the right time? Once we master that, how can we do it at scale?

I sat down with Declan, CMO of Strategic ABM, to discuss how I think of personalization at scale. My key takeaways are…

1. Scaled personalization when done well is the artistic intersection of technology and people, leveraging the human touch where needed and delivering personalized experiences on page load where technology fits the bill. It is not simply targeted demand generation.

2. To scale effectively, we have to start small, stay aligned, and fail fast, focusing on building a strong foundation.

Watch below for the full conversation on the Let’s Talk ABM Podcast

How to Actually Do ABM Campaigns - Saastr Universtiy

Marketing practitioners often have their eye set on Account Based Marketing as a flashy, must-have program in their organization. With their vision set on personalized ads and a great content experience, they tend to miss the critical foundational infrastructure that makes any program successful.

At Saastr University I walked the audience through how to think about bringing an ABM program to life from the ground up. We as marketers need to think about how we can use the content, messaging, and tools we already have at our disposal or can easily spin up in order to create a strong proof of concept. Only after that can we build a world-class program on top of it.

Note, I had some technical issues during this presentation, but the content is strong none the less.

Using Website Personalization to Increase Meetings Booked

We spend hundreds, thousands and sometimes millions of dollars to drive our target audience to our website. Then what?

Hillary joined Intellimize’s CEO, Guy Yalif, to discuss how she capitalizes on every page visit by giving each visitor the best chance of converting. Better yet, to do this, she focuses on hyper-targeted messaging and CTA’s from the segment to account to persona level. Using this approach, she helped drive a 60% lift in landing page conversions as well as 49% lift in meetings booked with target accounts.

Watch the full interview below.

How To Get Into Pole Position with Intent Data and Sales Intelligence - Sales Hacker

You want to work more closely with sales but don’t know where to start? One of the best ways to create quick wins with the sales org is to build small, intent-driven programs. You can quickly understand which accounts are most interested in what you are selling and deliver relevant messaging at the right time. I’ve seen both connect and meeting rates skyrocket when used well. Check out the conversation I had with Kyle Coleman @ Clari and the Sales Hacker team for our thoughts on using intent to get in pole position.