Lattice Engines and Dun & Bradstreet recently hosted a Hack the Journey event where our all-star panel of female marketers discussed the importance of ABM and how they’re making an impact on their organizations using account-centric strategies and tactics. Laura Ramos of Forrester, Meagen Eisenberg of MongoDB, Marissa Dacay of Adobe and Rebecca Stone of LiveRamp highlighted the things they’ve learned as they hacked together their own account-focused programs, where they stumbled, and what’s next for their ABM programs.

2. Executive Summary of Key Learnings
ABM drives real value but is challenging without data and insights about your customers
and prospects.
AI enables you to not only identify and prioritize targets but also to align with sales on who
who to target and why
With AI and data, companies are scaling their ABM-tactics beyond a handful of accounts to
to 1000s of accounts
Create segments using a combination of fit, 3rd party intent and 1st party engagement data
to customize messaging
An integrated outreach across sales and marketing is critical to success
Measuring success is no longer about lead volume – but about metrics that matter to the
business in general.
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3. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
WHY THEY DO
ABM
HOW THEY
OPERATIONALIZE
ABM
WHAT RESULTS
HAVE THEY SEEN

4. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
ABM drives tangible value for businesses.
WHY THEY DO
ABM

5. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
Data and customer insights are key challenges
WHY THEY DO
ABM

6. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
ABM @ Scale requires close sales and marketing
alignment
WHY THEY DO
ABM

7. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 1:
Our Account-Based Programs have enabled us to be
a lot more personalized and relevant. The only way to
create this level of personalization requires a ton of
data and AI to make sense of it.
Meagan Eisenberg
CMO

8. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
With millions of targets, MongoDB uses AI and data to
apply account-based marketing and sales to capture new
revenue.
EXAMPLE 1:

9. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
MongoDB’s ABM consists of four key components.
EXAMPLE 1:

10. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
AI and data play a key role in driving sales and marketing
alignment on WHO to target and WHY.
EXAMPLE 1:

11. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
Synchronized outreach via multiple channels is a central to
generating engagement with target accounts.
EXAMPLE 1:

12. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 2:
We think of it as Account-Based Experiences rather
than just Account-Based Marketing. Its all about
engaging in a relevant and consistent way across
every channel.
Marissa Dacay
Director of Enterprise Marketing

13. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
Using AI and data, Adobe is able to scale their personalization and
account-based tactics to 1000s of accounts.
EXAMPLE 2:

14. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
Adobe identifies who to target and when based on a combination
of Fit, Intent and first party Engagement data.
EXAMPLE 2:

15. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 2:
Our Account-Based Programs are based on a “zero-
waste model.” Every dollar we now spend is focused
on accounts that sales and marketing both care about.
Marissa Dacay
Director of Enterprise Marketing

16. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
Similar to MongoDB, they’ve found that an integrated program
across sales and marketing is key to success.
EXAMPLE 2:

17. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 3:
AI and data enabled us to move beyond just cold calls.
We were able to get a complete list of targets to go
after along with insights about each target that
enabled our sales and marketing to be more relevant.
Rebecca Stone
VP Marketing

18. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 3:
In addition to using AI to prioritize their targets, LiveRamp was
able to add new targets that were not in their database.

19. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 3:
Cold-calling was not very effective at LiveRamp without marketing
campaigns running in the background as air cover.

20. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 3:
Lattice identified key attributes about each target including intent,
technology and online presence data.

21. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 3:
LiveRamp uses this data to personalize sales and marketing
messaging.
Example: Customizing an Ad using data from Lattice

22. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
HOW THEY
OPERATIONALIZE
ABM
EXAMPLE 3:
LiveRamp uses this data to personalize sales and marketing
messaging.

23. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
ABM requires marketers to focus on
results that matter to the business –
rather than just ”leads created.”
WHAT RESULTS
HAVE THEY SEEN
Laura Ramos
VP and Principal Analyst

24. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
WHAT RESULTS
HAVE THEY SEEN
MongoDB saw improvements in opportunity creation and velocity
with which opportunities were converted.

25. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
WHAT RESULTS
HAVE THEY SEEN
Adobe measured an improvement in win rates which ultimately
resulted in significant growth for their Experience Cloud business.

26. How Three Leading Companies
Accelerate Revenue with ABM @ Scale
WHAT RESULTS
HAVE THEY SEEN
By personalizing at scale, LiveRamp increased target account
engagement (1st meetings booked) and opportunity creation.