Account-Based Marketing (ABM) is a game-changer for B2B marketers, but navigating its complexities can be challenging.
In this edition of the "ABM Answered" series, we had an engaging conversation with Corrina Owens, a seasoned B2B SaaS marketer with over a decade of experience, to uncover insights that can help marketers tackle common ABM challenges.
Hosted by Sam Hall, this discussion dives into the latest strategies, trends, and actionable advice to make your ABM efforts more effective and impactful.
Here are the highlights from our discussion:
How Has the Buyer Journey Evolved?
Corrina highlighted that the buyer journey has become more complex in recent years, with an increasing number of stakeholders involved in purchasing decisions.
CFOs and finance leaders now play a significant role, especially in major technology investments, extending the length of sales cycles.
Additionally, she drew parallels between B2C and B2B experiences, emphasizing that B2B buyers now expect the same level of personalization and digital sophistication they’re accustomed to in their personal lives.
“If brands don’t adapt,” she cautioned, “they risk being left behind.”
Takeaway: Marketers need to prioritize creating personalized, consumer-like experiences for B2B buyers to stay competitive.
What’s Your Take on Intent Data?
Corrina is a strong advocate for leveraging first-party intent data, such as website interactions and content engagement, before investing in third-party sources like G2 or job change notifications. “So many brands underutilize their own data,” she explained.
By optimizing internal resources first, marketers can refine their strategies and use third-party data more effectively.
Pro Tip: Start by analyzing your existing customer base to identify patterns and benchmarks before venturing into external data sources.
Personalization at Scale: Mission Impossible?
“To scale personalization, you first have to do the unscalable,” Corrina advised.
This involves deep research into a target account’s language, challenges, and digital habits.
She argued that true personalization goes beyond tokenized first names or logo placements.
Instead, marketers should strive to mirror the way prospects think and communicate.
Generative AI tools can help streamline these efforts, but the foundation lies in genuine understanding.
Key Insight: Personalization is more than surface-level tweaks; it’s about aligning your messaging with your audience’s unique needs and mindset.
How Do You Create Meaningful Content for Key Accounts?
Corrina’s approach to content creation centers on tapping into the voice of the customer.
She recommends implementing a win-loss program driven by marketing teams to uncover why customers chose your brand and what problems they aimed to solve.
“Don’t wait for a three-year case study,” she said.
Engaging with customers early and often provides valuable insights that can inform your content strategy. These insights can also be repurposed across formats like webinars, white papers, or social posts.
Metrics to Monitor: Pay close attention to where your audience spends time online, the questions they’re asking, and how they’re engaging with your content.
Sales and Marketing Alignment: An Ongoing Challenge
Despite decades of effort, aligning sales and marketing teams remains a hot topic. Corrina’s solution is rooted in collaboration and communication.
“I’ve often been the first marketing hire,” she shared, “so I’ve naturally taken on the role of connecting the dots between sales, product, and customer success.”
Her advice? Show up where your colleagues already gather, such as sales pipeline meetings, and add value by sharing insights or resources. Over time, you’ll build trust and become the go-to resource for internal stakeholders.
Pro Tip: Treat internal marketing with the same importance as external marketing. Invest in building relationships across teams to foster alignment.
AI in ABM: Where to Start?
Corrina’s AI journey focuses more on data analysis than content generation. Tools like ChatGPT and Gemini have helped her analyze target accounts, segment audiences, and identify key intent signals.
“AI hasn’t quite nailed content ideation for me yet,” she admitted. However, she sees immense potential for AI in helping marketers become better data scientists.
Action Item: Experiment with AI tools for data segmentation and analysis to uncover actionable insights within your target account list.
Measuring the ROI of Martech Tools
When evaluating marketing technology, Corrina recommends starting with a clear hypothesis of what you hope to achieve.
Too often, companies approach these tools expecting plug-and-play solutions, which leads to disappointment.
She also emphasized the importance of collaboration with customer success managers (CSMs) at martech vendors. Use their expertise to refine your approach and maximize the tool’s potential.
Key Metrics: Focus on how tools contribute to pipeline growth, customer engagement, and overall revenue, rather than relying solely on vanity metrics.
If the Budget Were Unlimited, What Would You Do?
Corrina’s dream marketing activity involves dedicating a significant portion of the budget to experimentation. “Test new channels, launch ambitious one-to-one or one-to-few campaigns, and embrace creativity,” she advised.
Her goal is to empower marketers to break free from conventional tactics and prioritize innovation, even if it means some experiments fail. “There’s so much power in being first,” she concluded.
Final Thoughts
Corrina’s insights underscore the dynamic and ever-evolving nature of ABM. From leveraging intent data to aligning with sales and embracing AI, her strategies highlight the importance of staying adaptable and customer-focused.
Whether you’re new to ABM or a seasoned pro, her advice is clear: prioritize personalization, invest in alignment, and never stop experimenting.
That’s the secret to thriving in today’s competitive B2B landscape.
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