For many marketers, it can be difficult to tell the difference between which strategies are new and exciting right now, and which are actually going to work for their brand or company.
Although strategies are ever-changing, there’s one that seems to get results: effective targeting, or account-based marketing (ABM). ABM allows a sales team to laser-focus on their best-fitting, higher-value accounts, all while eliminating any of the “fluff” that comes with starting from scratch.
For Chicago-based e-commerce and information technology company Syndigo, ABM has allowed the company to be proactive in its sales efforts and build a more comprehensive pipeline.
“In a coordinated effort with our sales team, we determine the accounts to target and then use that data to help prioritize their account outreach,” Director of Marketing Automation and demand Generation Bryce Sack told Built In Chicago.
Recently, BIC spoke with Sack to learn more about why ABM is the B2B marketing strategy Syndigo finds most effective.
Of all the B2B marketing strategies your team employs, which have you found to be the most effective or to have the best ROI?
In 2019, we launched our strategic ABM initiative, focused on targeting specific high value accounts with relevant advertising on multiple channels. The platform we chose enables us to target accounts based on a variety of criteria from industry and job title, all the way down to specific named accounts. It also provides next-level engagement data from these accounts, which is directly linked back to our CRM and accessible for all sales and account managers. We knew that for this to work effectively, we had to partner closely with our sales and account managers on how to implement ABM (selecting target accounts, leveraging the data, following up with interactions, etc.) into their daily workflows for joint success.
What are the specific tactics you’re using to implement this strategy?
In a coordinated effort with our sales team, we determine the accounts to target and then use that data to help prioritize their account outreach. This data includes things like web visits or intent signals, which helps our sales team determine which accounts are ready for a proactive sales outreach. On the other side, account managers will use ABM data to get more context on accounts they are already working and help determine which of their target accounts are currently engaging with specific content. Though difficult to track ROI directly, we are given unique transparency into the entire account’s engagement with our digital properties that is easily presented back to sales. As we continue to evolve our ABM strategy, we are building out detailed reporting and attribution models to better track our success through the entire pipeline.
We are building out detailed reporting and attribution models to better track our success.”
What’s a new strategy your team has tested in recent months, and what were the results?
While not a new strategy, we did go all-in on webinars and digital events once COVID-19 hit to continue engaging with our clients and prospects. The webinars started out being product-focused with only Syndigo teams presenting, but as we figured out the process, we were able to increase the quantity and the quality by partnering with clients to make the events even more engaging. With 70 percent of webinar attendees being clients, we were able to get different clients in one digital room to share the latest news and updates.
