In this episode of ABM Answered, I had the pleasure of chatting with Chelsea Wells, Senior Account-Based Marketing Manager at MasterControl, a leader in the cybersecurity space.
Chelsea brought fresh insights on building effective ABM strategies, navigating the nuances of the cybersecurity market, and implementing creative approaches to stand out.
Her actionable advice is perfect for marketers looking to elevate their ABM game and engage with complex buying committees.
Here are the key takeaways from our conversation.
1. Where to Start: The Foundations of ABM
Chelsea emphasizes the importance of starting with the basics:
Understand Your Market and Product Fit: Research the target market, identify their pain points, and determine how your product addresses these challenges.
Know Your Buying Group: Collaborate with product teams, sales, and marketing leadership to map out the buying personas and their unique pain points.
Tier Your Accounts: Differentiate your approach for one-to-one, one-to-few, or one-to-many campaigns.
Timelines are key, especially in industries like cybersecurity, where sales cycles can stretch from six months to two years. Chelsea suggests evaluating messaging performance within three months, assessing tactics by six months, and determining success by the one-year mark.
2. Standing Out: Breaking Through the Noise in Cybersecurity
In a reactive industry like cybersecurity, standing out requires creativity and persistence. Chelsea shared a standout tactic: personalized bobbleheads dressed as superheroes. This unique, attention-grabbing gift opened doors for meaningful conversations.
She also highlighted the importance of a multi-channel strategy to ensure your brand appears wherever your prospects are researching solutions.
3. Nurturing and Retargeting: How to Stay Top of Mind
Chelsea’s mantra is simple: retarget, retarget, and retarget. Using tools like LinkedIn and Demandbase, she maps out comprehensive journeys for prospects, ensuring they always have relevant content at their fingertips.
Her advice? Provide multiple pathways for engagement rather than funneling prospects down a single track. For example, offer diverse content options in email upsells and retargeting campaigns to keep prospects engaged without overwhelming them.
4. Upselling in Cybersecurity: Timing and Strategy
Upselling is more than just pitching additional products; it’s about understanding the customer’s security posture and identifying gaps in their strategy. Chelsea recommends involving Customer Success Managers (CSMs) in the process to build trust and leveraging tools like free security audits to uncover opportunities for expansion.
Pro tip: Monitor external signals like team expansions or news announcements to determine the right time to upsell.
5. AI in ABM: Streamlining Workflows
Initially hesitant about AI, Chelsea now uses it to save time on repetitive tasks like generating ad copy variations and email nurtures. She ensures quality by revising AI outputs and adding a personal touch. For market research, she stresses the importance of verifying AI-generated data and requesting sources to maintain accuracy.
6. Measuring Success: ROI in ABM
Chelsea’s approach to ROI focuses on account-level engagement. Instead of solely tracking form fills, she measures anonymous traffic, engagement scores in Salesforce, and progress through the sales funnel.
Her tip? Align KPIs with sales and ensure all data is centralized in one place to capture the full journey. Regular collaboration with sales ensures everyone is working toward the same goals.
7. Building an ABM Team: Roles and Collaboration
Chelsea believes a successful ABM team requires clear roles and open collaboration. Here’s her ideal setup:
Dedicated ABM and Demand Gen Marketers: To focus on their respective specialties.
Marketing Operations Specialists: To manage data and tracking.
Revenue Operations or Data Managers: A luxury, but invaluable for leveraging insights.
Product Marketing Managers: To bridge the gap between product and marketing.
SDRs and BDRs: Preferably embedded within the demand gen team for seamless coordination.
She also underscores the importance of alignment between marketing and sales leaders to ensure transparency and shared objectives.
Key Takeaway: Creativity Wins in ABM
Chelsea’s advice boils down to one principle: don’t box yourself into traditional strategies. Whether it’s personalized bobbleheads or creative retargeting campaigns, the key to success lies in understanding your audience, staying adaptable, and consistently testing new approaches.
For more insights on ABM and marketing innovation, explore MasterControl’s cybersecurity solutions.
Chelsea’s Final Question: Forgotten KPIs That Matter
Chelsea left us with a thought-provoking question for our next guest: What are some forgotten KPIs that deserve renewed attention and could make or break your campaign?
Thanks, Chelsea, for sharing your expertise and creativity in this episode of ABM Answered!
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