Account Based Marketing Archives

How Coveo’s CMO is ‘Making Business Personal’ with Account-Based Marketing

Posted on December 6, 2018July 15, 2024 by admin

One of the most sought-after goals in current B2B marketing is being able to deliver personalized content to clients in a sales cycle. This elusive skill is one of the foundations of Coveo, a company using machine-based intelligence to help clients deliver personalized content to their markets. On this episode of Renegade Thinkers Unite, Drew talks with Coveo’s CMO, Mark Floisand, about the latest account-based strategies that have allowed them to become experts at personalized marketing.

As Mark explains, the company’s tagline “Making Business Personal” serves as the base upon which the rest of their business operates. Mark and his team are proving that it is possible to scale the personalization of content, if you use the right data. While taking advantage of account-based marketing, Coveo’s success has come from strategically utilizing the computing power that allows personalization at large. Mark also shares his insights on how to walk the thin line between helpful and harmful data usage when determining personalization.

Learn how to deliver the right content at the right time.

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What You’ll Learn

Coveo’s account-based marketing strategy allows them to reach more markets than ever before

When Mark joined the Coveo team in early 2016, he realized that not every account in Coveo’s market needed (or wanted) an in-depth sales presentation. He began to ask the question, “How do we cost-effectively reach the target audience we know we can differentiate to?” He and his team segmented out which clients needed an individualized interaction, which could be a part of a one-to-few presentation, and which could handle a one-to-many approach. By getting specific in the way they approached clients, Coveo was able to land 1 in 5 meetings and raise over $100 million last year. The full story is on this episode, and it’s one you won’t want to miss.

Delivering personalized content CAN happen at scale – here’s how Coveo is delivering on that promise

Nearly every B2B marketer understands the importance of delivering personalized content to clients; content that adds value to their purchase journey. But many are wondering if this can happen at scale, across dozens of platforms. Coveo’s team is proving that yes, it is possible! Mark tells Drew that it’s all about “Using as much information as you have access to, to make the best guess at what is going to be most statistically likely to be relevant to each individual.” Coveo’s machine-learning programs take data from website interactions, searches, clicked links, etc. and use it to create personalized content streams that can be delivered to clients when they need it most. They’re taking advantage of the world’s computing power and putting it to use.

“Making Business Personal” is much more than a tagline, it’s a way of running the entire company

Coveo not only uses the tagline “Making Business Personal,” they use it as a foundation upon which the rest of their business operates. Mark explains that “The more you can position an organization against the real goals that your target customer has, and the personal goals they are trying to solve, the more relevant you become.” The B2B market is no longer satisfied with cookie cutter sales pitches. They expect – and deserve – quality personalized content because they experience it every day as a consumer. Why should their workplace experience be any different?

Timeline

[1:00] Coveo takes personalization of content in their stride
[2:26] Mark’s Renegade Rapid Fire segment
[12:57] Coveo raised $100 million last year – here’s how they did it
[20:16] The logic behind “Making Business Personal”
[22:55] Coveo can personalize content at scale because they leverage THIS technology
[29:28] Lessons learned en route to becoming a purpose-driven company
[31:44] Walking line between helpful and harmful data usage
[36:00] Measuring what’s important to a client over a long sales cycle

Connect With Mark:

Follow Mark on the Coveo blog
Connect with Mark on LinkedIn
Follow Mark on Twitter

Resources & People Mentioned

Connect with Drew

Why ABM is a Must Have for B2B Marketers

Posted on August 16, 2018July 23, 2024 by admin

Sometimes a marketer’s most renegade moment comes from a change in their career path. As it turns out, moving across the country and making a career change is no easy feat and requires a healthy amount of courage. But that’s exactly what Peter Isaacson did, and after a productive decade-plus working on the agency-side of advertising, he’s now nested in Silicon Valley and leading a charge of marketing innovation as the CMO of Demandbase, a targeting and personalization platform and the global leader in account-based marketing.

This podcast dives into the world of ABM and why it’s no longer just optional for B2B marketers. As the CMO of Demandbase, the ABM market leader, Peter Isaacson offers an insider look at account-based marketing, serving up concrete advice on how to make the most of these programs. To achieve major results, Peter advises marketers that are new to ABM to take things slow and steady. It’s not something that you can just rush into, but with the help of Peter and this podcast, crafting an ABM strategy will start to feel like a piece of cake. In this episode, Peter and Drew discuss the three main mistakes marketers make when trying to implement an account-based marketing strategy and how you can use intent signals to identify better targets. Peter describes how companies can begin to adopt an ABM strategy, the future of ABM, and why ABM is not the death of storytelling and creative marketing.

Listen here for all the latest details on account-based marketing.

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What You’ll Learn

These are the 3 biggest mistakes marketers make when considering an account-based marketing strategy

Account-based marketing is not something that can be ignored in the B2B marketing space. However, Peter has found that many people new to ABM strategies make 3 main mistakes that prevent them from fully succeeding. They are:

Not engaging the sales department teams in the new strategy
Not aligning with the right target accounts
Tackling too many areas of ABM all at once

He proposes that all marketers engage with the sales teams from the start, to eliminate confusion down the road. He also explains that your former strategies for finding the right target accounts may no longer be effective and that starting small with ABM is the best way to approach the new strategy.

How can marketers use intent signals in a new account-based marketing strategy?

Implementing an account-based marketing strategy is all about identifying the right target accounts. Then, you must uncover the right buying committees and decision makers within that account. Using specific intent signals can help you accomplish those goals. When done correctly, intent signals can help you and your team understand which companies are already researching account-based marketing firms. Intent signals are no longer limited to simply noticing when a company fills out a form on your website.

ABM is not the death of creative marketing – here’s why

Using an account-based marketing strategy does not mean you’ve given up on other creative marketing tactics. Creative marketing and genuine storytelling are still important, often overlooked, B2B marketing strategies. People are still looking for groundbreaking brand stories and engaging content. Peter explains how account-based marketing and creativity are uniquely paired, all on this episode.

Timeline

[1:09] Drew introduces Peter and why account-based marketing is so critical
[3:00] Peter’s Renegade Rapid Fire segment
[13:46] These are the 3 biggest mistakes made in ABM
[18:44] What does an ABM program look like?
[22:00] Using intent signals in account-based marketing
[24:54] The old way of demand generation is no longer functional
[27:40] ABM is not the death of brand and creativity
[30:48] Peter proposes the future of ABM

Connect With Peter:

Team webpage on Demandbase website
Connect with Peter on LinkedIn
Follow Peter on Twitter

Resources & People Mentioned

Connect with Drew

Why An Account Based Marketing Strategy in B2B is Successful

Posted on June 21, 2018July 23, 2024 by admin

Finding the best ways to market in the noisy B2B world has always been a challenge, but Jon Miller, founder, and CEO of Engagio has found success with an account-based marketing strategy for his company. On this episode of Renegade Thinkers Unite, he explains what account-based marketing is and why it can change the way you approach prospective clients. He shares practical ways you can authentically relate to company CEOs and why account-based marketing strategies are a business process, not a tech stack tool.

Click here to learn all you need to know about account-based marketing.

What You’ll Learn

Why choose an account-based marketing strategy?

Jon describes account-based marketing (ABM) as fishing with a spear vs. fishing with a widely cast net. It’s about identifying which accounts are most likely to work with your company, then putting more energy and resources into securing those accounts. B2B marketing environments are noisy and competitive, and ABM strategies allow you to stand out from the masses and attract the best clients with the highest ROI opportunities.

People seek authentic connection – that’s why they respond to the human touch in ABM

True account-based marketing strategies are multidimensional and go deeper than superficial attraction. CEOs are open to ABM strategies because they’re human and they want to work with people who truly understand them. Jon and his team at Engagio have a 26% meeting rate and a 60% human reply rate, simply because they’re not afraid to personally reach out to every prospect.

Practical ways to implement an account-based marketing strategy into your B2B company

An account-based marketing strategy can be implemented within your company in 3 steps: identify a CEO/company target, assign a team member to interact with them, and personalize your tactics for that specific target. Using face-to-face meetings as much as possible, targeted direct mailings and engaging emails are all useful when starting an ABM approach.

Timeline:

[1:14] Jon’s Renegade Rapid Fire segment
[10:39] What is ABM and why should you consider this strategy?
[15:10] How Jon is using ABM in practical ways at Engagio
[21:45] People respond to the human touch in account-based marketing strategy
[27:32] ABM is a business process, not a tech stack tool
[29:26] Jon’s “two do’s and one don’t” for marketers interested in ABM

Connect With Jon:

Jon’s website
Engagio’s website
Connect with Jon on LinkedIn
Follow Jon on Twitter
Follow Engagio on Twitter
Follow Engagio on Facebook