Is it time for your marketing team to explore ABM? It can be a lengthy, laborious— not to mention pricey — process. But it doesn’t have to be. And it certainly doesn’t have to break your marketing budget. With just a little common sense, and some intelligent planning, your next (or first) ABM campaign can really cut through the daily digital clutter and garner wild results. It can also help form a strong bond between your sales and marketing teams.
In this session, Jellyvision Marketing Manager Melanie Davis Chapman talks about her experience with a new way to approach ABM marketing. It not only helped Jellyvision break into difficult accounts, but it got her sales and marketing team working together in harmony.
4. Get the right people on board—
and keep them there.
• Partnered with top-performing
account executives and sales
leadership
• Kept sales in the loop during
planning phases
• Continued tight
communication after campaign
launch
5. Define your audience and
clean your data.
• Intense focus on developing
the campaign list
• The right audience
• The right data
6. Prioritize the right technology,
not all the technology.
• Leaned on key existing
tools vs. building up
tech stack
• Key tool #1: multi-
touch attribution
• Key tool #2: Tactile
Marketing Automation
from PFL
7. Develop creative that cuts
through the clutter.
• Pieces that stand out for our
time-crunched audience
• Attention-grabbing
• Helpful
• Sharable
• Edible
13. Focus on meetings and revenue.
• 61.29% account to meeting
conversion rate
• 3783% ROI
• Plus…sales team set meetings
with dream accounts
• Sales + marketing all on the
same page (and excited to be
there)