The ABM Blueprint with Tiago Luzio: From Google to Bold Strategies
When you think of someone who’s both mastered account-based marketing (ABM) and has an enviable background in events, you’re probably imagining someone like Tiago Luzio. With a career that spans Google, the events world, and leading ABM strategies, Tiago isn’t just a marketer—he’s a storyteller who knows how to connect with audiences on a deeply human level.
We recently sat down with Tiago to talk about ABM, the role of creativity in marketing, and why sometimes, a simple email can be more impactful than the most lavish campaign. Here’s what we uncovered.
The Start of an ABM Campaign: Simplify, Align, and Be Realistic
When asked about the first steps in launching an ABM program, Tiago was quick to emphasize one golden rule: you’re not doing this alone.
“Bring in your stakeholders early,” he said. “Your sales team isn’t steeped in marketing jargon, so make sure the program is broken down into terms they can digest and act on.” For Tiago, it’s all about the basics: the what, who, how, and when.
What does this look like in practice? It starts with clear, digestible goals. For instance: “We want to generate X number of leads from Y segment using these tactics.” Then, define how those leads will be nurtured—whether through multi-channel campaigns, events, or direct mail.
And about timelines? “Realistically, ABM needs six to twelve months to show measurable results,” he explained. While shorter pilots can be informative, they often miss the larger, more lucrative picture.
Breaking Through the Noise: Back to Basics
Despite his background in large-scale events, Tiago is quick to champion a less-is-more approach when budgets are tight.
“There’s a lot of power in a well-timed email,” he said, recalling a particularly effective cold email he received in 2020. “At the time, I was flooded with irrelevant pitches. But this one hit the right tone at the right moment and stood out.”
For Tiago, simplicity often wins over flashy tactics. But when the budget allows, personalization at scale—like tailored website experiences—can yield even greater results. He gave this example: “Imagine opening a website that immediately tells you, based on your company, how their solution fits your needs. It’s instantly compelling.”
Middle-of-the-Funnel Magic: Razzle Dazzle with a Personal Touch
When it comes to unsticking stalled accounts, Tiago believes in going all out. But forget the generic champagne-and-cookies combo. “It’s time to razzle dazzle,” he said with a grin.
Whether it’s sending a highly personalized gift or crafting unique experiences like private museum tours or wine tastings, Tiago is all about creating memorable touchpoints. But he also emphasized the power of multi-threading—reaching out to other stakeholders within a target account to build influence across the buying committee.
“It’s not just about one person,” he explained. “Find the other 10 or 50 people who could influence the deal and engage them.”
Upselling Done Right: Timing and Relationships Matter
Upselling and price increases are tricky, Tiago admitted. But the key lies in understanding the customer’s journey. “There’s no perfect time to announce a price hike,” he said. “But avoiding moments when your client is dealing with layoffs or budget cuts is a no-brainer.”
Tiago also stressed the importance of partnering with Customer Success Managers (CSMs). “CSMs have soft sales skills that marketing and sales teams can’t replicate. They’re often the first to hear about growth opportunities or challenges, making them invaluable for upselling and expansion efforts.”
AI: Helpful Assistant, Not Total Replacement
On the topic of AI, Tiago was refreshingly realistic. “AI is great for automation and research,” he said, “but it lacks the human touch that makes ABM successful.”
He highlighted how tools like ChatGPT can accelerate content creation but warned against over-reliance. “A human-crafted email can convey care and thoughtfulness in a way AI-generated content can’t,” he argued.
Measuring ROI: Keep It Real (and Regular)
“Marketing internally is harder than marketing externally,” Tiago joked. When it comes to ROI, he advocates for frequent review cycles.
“You can’t wait 12 months to share results. Stakeholders will lose interest long before that,” he said. Instead, he recommends 30-to-60-day check-ins to share progress and recalibrate expectations if needed.
The key? Transparency. “If the results aren’t what stakeholders hoped for, gather their feedback and adjust. Campaigns often fail because we don’t course-correct along the way.”
The Dream ABM Team
What does a dream ABM team look like? For Tiago, it’s one where SDRs sit under marketing leadership. This structure fosters alignment and collaboration, bridging the traditional gap between marketing and sales.
Tiago also highlighted the importance of flexibility in team roles, noting that ABM thrives when marketers, SDRs, and salespeople work together toward shared goals.
The Tiago Takeaway
Tiago’s approach to ABM is equal parts pragmatic and creative. He knows when to stick to the basics (a well-timed email) and when to pull out all the stops (personalized gifts and experiences). But at the core of his philosophy is one essential truth: ABM is about relationships.
Whether you’re building them through thoughtful messaging, personalized experiences, or cross-functional collaboration, Tiago believes that putting the human element at the forefront is the secret to ABM success.
And if all else fails? “Never underestimate the power of a box of brownies,” he quipped.
Have a question for Tiago or insights to share about ABM? Leave a comment below!
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