Interview Highlights:
1. About Nick
- Nick has an obsessive passion about ABM
- Nick is an entrepreneur – since he was 14 years old – building Geocities websites
- Nick fell in love with the intersection between technology and business
- Nick learned marketing while working in the travel industry in Spain
- Nick joined the B2B and Agency world in 2008 – right after the economy crash
- Nick has a 2-month old who teaches Nick the preciousness of free time and of priorities
2. ABM – Strategic Account marketing
- Get the right people, inside the right accounts, to the table, at the right time – ‘at the zero moment of truth
- We have more data and tools than we know what to do with
- There is nothing better than having Facts and Data to present in a conversation to a prospect
- Determinants of where to put our marketing and sales dollars
- Drive growth, engagements, new markets, and operating margin growth
- Let the data tell you what to do
- Qualitative information is key too – getting out and talking to customers
- As technology advances, the planning cycle requires quicker ability to react
- Leading and lagging indicators
- Props sent to Sam Melnick, VP at Allocadia re: the Intent of the Plan
- Trickiness of being in a mature technology company – balancing old world and new world ; and cross-sell and upsell and new acquisitions
- Needs require automation driving and more digital marketing
- Attribution Challenges
- Attribution at the sales rep and events stage (last touch)
- ABM Success – tripling engagement with the target account universe
- Crystal Ball Program – identifying key accounts to go after
- Consolidation of multiple data sources, ‘intent signals’, & unstructured data/intent
- Shout out to True Influence, G2 Crowd, Trust Radius for effective Intent Signals
- Strategy differentiators based on the prospects’’ Geo and Line of Business
- Key: Ruthless Clarity of what you want to achieve
3. Future of ABM
- We’re going to see consolidation of technology
- We are going to see targeting/best-fit sophistication