Account-Based Everything?

It’s not every day that a group of leading B2B marketers gather in Boston. Last week over 400 marketers attended #FlipMyFunnel in Boston to share best practices in marketing on topics including Account-Based Marketing (ABM), MarTech, Sales Development Email Dos and Don’ts (some scary examples here), Leadership, Big Data and much, more. This was my second #FlipMyFunnel event and it seems to keep getting better.

FlipMyFunnel If you missed the event, here are some ideas talked about at #FlipMyFunnel:

Account-Based Marketing for some, is more than marketing
Account-Based Marketing isn’t something totally new, it is however, a way to approach targeting buyers differently. Sophisticated marketers have focused on account segmentation for years, however, today’s ABM as presented at #FlipMyFunnel is a way to target accounts across all aspects of marketing from content, data, leveraging MarTec and includes sales. The ideas presented at #FlipMyFunnel were really more about Account-Based Everything, showcasing that this is a way of thinking about more than just marketing.

Relevant content matters. Poor content impacts business
In a session with Matt Heinz, President of Heinz Marketing, a series of poorly written, erroneously personalized and most of all, generic sales development emails were shown to the audience. The impact of receiving a wildly inappropriate introductory email asking for 20 minutes to learn how you market, not only alienates the buyer, but reflects poorly on your organization.

Focus on always delivering buyer-centric, relevant and educational sales development emails,otherwise, the buyer will surely ignore the email, but may even unsubscribe. Marketing and sales need to align on messaging and agree on how to engage the buyer, whether an organization uses an Account-Based Marketing strategy or not.

The funnel isn’t dead- it’s just thinner
Just because the industry is talking Account-Based Marketing more than the sales funnel doesn’t mean the sales funnel is dead. Craig Rosenberg, the “Funnelholic” says it is now just a thinner funnel. Marketers as always, need to think about quality over quantity, but now more than ever when thinking only about specific accounts. Add in the requirement of relevant, personalized content and the need for more specific, customized content for each buyer, the funnel isn’t the same as it once was.

The CMO is the change agent in an organization
Marketing organizations have changed over the past ten years with the introduction of marketing automation, big data, and mobile everything. Marketing is responsible for driving revenue, and is now held accountable to their own quotas and measure themselves against key performance indicators. Marketing is now a data-driven organization. Today’s marketing organization isn’t static; it’s constantly changing to meet the needs of our buyers, maximizing people, process, content, technology and data. As a result, the role of the CMO has changed to that of a change agent in an organization. The CMO speaks in terms of results, of revenue and contribution to pipeline. The CMO must be the agent that aligns marketing and sales to meet the needs of the buyer and the CMO now addresses changes in the market and builds agile teams to meet those needs.

The presenters at #FlipMyFunnel shared insights on how they are addressing the needs of their buyers by becoming more relevant in all areas that impact the buyers, not just marketing. Focusing on certain accounts isn’t new in marketing; however, shifting the focus to specific accounts across all areas of the organization is a twist. The conference gave marketers a taste of Account-Based Everything.

Author: Erika Goldwater CIPP/US @erikawg VP Marketing, ANNUITAS