In the latest episode of ABM Answered, host and founder Sam Hall welcomed Katya Tarapovskaia, co-founder and head of marketing consulting at YouStellar.
With over 15 years of experience spanning corporate giants like Snowflake, Twilio, and Mastercard, as well as global agencies such as Havas Media, Katya brought a wealth of knowledge to the table; especially for marketers eager to refine their Account-Based Marketing (ABM) strategies.
Katya’s approach combines data, technology, and cross-functional collaboration, and her insights are a goldmine for anyone navigating the complexities of ABM.
Here’s what she shared about what ABM is, how to get started, and the tools that make it all work.
What Is ABM, Really?
When Sam asked Katya how she explains ABM, she didn’t miss a beat.
“In simple words, ABM is a very targeted marketing approach,” Katya explained. “Imagine you’re a fisherman. Instead of fishing in random ponds, ABM helps you find the right pond with the fish you want. It’s about identifying the right accounts, engaging them with tailored messaging, and measuring ROI.”
For seasoned marketers, she emphasized the strategic nature of ABM: “It’s about leveraging intent-based methodologies and technology to select accounts that fit your Ideal Customer Profile (ICP) and develop personalized campaigns that drive engagement and accelerate sales.”
Starting Your ABM Journey
One of the biggest hurdles for organizations is knowing where to start. Katya broke it down:
Get Your Data in Order: “Data is the foundation of ABM,” she said. Start by ensuring your CRM data is clean and structured for account selection.
Define Your ICP: An Ideal Customer Profile isn’t static. Katya advises revisiting and refining your ICP every quarter to stay aligned with market trends.
Align Teams: “Sales and marketing alignment is crucial,” Katya stressed. Workshops, shared goals, and Service Level Agreements (SLAs) can bridge communication gaps and foster collaboration.
Start Small: Rather than targeting hundreds of accounts, launch a pilot program with 5–10 warm accounts. Build one-page account plans with key insights like firmographics and technographics to guide your outreach.
Set Realistic Timelines: Katya suggested starting with a 12-week pilot to gather insights and iterate on your strategy.
ABM vs. Demand Gen: Friends, Not Foes
A recurring question in ABM circles is how it intersects with demand generation. Katya’s take? They’re complementary.
“Demand generation has become more account-based and data-driven,” she said. “Both strategies should work hand-in-hand. For example, measure your demand gen campaigns by how many key accounts they engage, not just by lead volume.”
Managing Expectations: ABM Takes Time
A common complaint is that ABM takes too long to deliver results. Katya addressed this head-on:
“ABM is a marathon, not a sprint,” she said. While the ultimate goal is revenue, it’s important to celebrate interim milestones like increased account engagement and pipeline velocity.
For quick wins, Katya recommended focusing on:
Warm Accounts: Use tools like 6Sense to identify accounts showing intent signals.
Closed-Lost Opportunities: Re-engage past deals to uncover objections and restart conversations.
When Is Your Organization Ready for ABM?
Adopting ABM requires a mix of readiness and resources. According to Katya, the signs your organization is ready include:
Clean, Enriched Data: Foundational for effective account targeting.
Cross-Functional Resources: Sales, marketing, and customer success need to align.
The Right Mindset: “ABM is more about strategy than technology,” Katya noted. Start with a simple tech stack like HubSpot before investing in advanced platforms like 6Sense.
Spotlight on 6Sense: A Game-Changer for ABM
Katya’s personal experience with 6Sense underscored its impact. She shared a campaign targeting financial services accounts at Twilio that leveraged 6Sense to:
Identify accounts based on shared challenges.
Push data to LinkedIn and Facebook for multi-channel targeting.
Shorten the sales cycle and drive a 40% uplift in the pipeline.
“The beauty of 6Sense is its ability to provide real-time insights into where accounts are in their buying journey,” she said. “It’s like having a roadmap to engagement.”
The Future of ABM Tools in a Cookieless World
With cookies on the way out, many worry about the future of intent-based tools like 6Sense. Katya’s advice? Don’t panic.
“6Sense already uses IP-based solutions and proprietary technology like SixSignal,” she explained. “The shift is toward first-party data and privacy-friendly identifiers, but the core functionality remains strong.”
Final Thoughts
Katya’s insights remind us that ABM is both an art and a science. It’s about using data and technology to deliver personalized experiences while fostering collaboration across teams.
She left us with a thought-provoking question for the next guest: “How do you get leadership buy-in for adopting an ABM strategy?”
If you’re curious to hear the response, stay tuned for the next episode of ABM Answered.
Whether you’re just starting out or refining your strategy, her advice is a roadmap to ABM success.
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