“Ask an ABM Expert” Season 1 Highlights
It’s a little crazy to believe that season 1 of “Ask an ABM Expert” has come to an end. Back in January, when we launched the educational video series, we couldn’t have imagined how much fun and how successful it would be. Most of the bite-sized videos are hosted by our Chief Customer Officer, Andrew Mahr, but we also had the opportunity to feature marketing practitioners and industry exporters answering some of the most pressing questions in ABM and modern B2B marketing.
To celebrate the completion of season 1, we wanted to do a mini recap from the past 10 episodes. If you haven’t already, make sure to tune into “Ask an ABM Expert” now!
Why shift from a leads-based model to ABM?
Season 1, Episode 1 | Watch Now
For the inaugural episode of “Ask an ABM Expert,” our host, Andrew Mahr, highlights why marketers should drop the old, outdated lead gen model and instead invest in ABM. See the stats on why making the switch can help guide your account-based strategy to success.
How do you get started with ABM?
Season 1, Episode 2 | Watch Now
In episode 2, Andrew tackles the five steps that we encourage practitioners to take when launching an ABM program. He dives into why each of the steps is foundational to fueling pipeline growth and how they enable companies to run successful campaigns that track account progression from initial interest through the sales pipeline.
Which model of ABM is right for me?
Season 1, Episode 3 | Watch Now
In the next episode, Andrew highlights the 3 models of ABM (1:1, 1:FEW, and 1:MANY) and how each framework can help marketers optimize ABM for their organizations. He explains how to figure out which model is best fit for your team and shares various campaign examples.
Why is website personalization so important to ABM?
Special Guest: Forrester’s Bob Peterson
Season 1, Episode 4 | Watch Now
In episode 4 of “Ask an ABM Expert,” we are joined by Bob Peterson, VP, Principal Analyst, Account-Based Marketing Strategies at Forrester, formerly SiriusDecisions. A sales and marketing thought leader, Bob explains why the combination of web personalization with advertising, purchase intent data, and predictive analytics is so powerful for driving a successful ABM program.
What’s intent data, and how do you combine it with ABM?
Special Guest: Bombora’s Nirosha Methananda
Season 1, Episode 5 | Watch Now
In February, we aired an episode with Nirosha Methananda, VP of Marketing at Bombora. With over 15 years of experience, it was great to get her insights on how intent data can help drive successful ABM programs. In episode 5, Nirosha explains what intent data is and how to capture its two main benefits: better engagement with your target accounts and increased sales and marketing efficiency.
When should you use the FIRE method for account selection?
Season 1, Episode 6 | Watch Now
Our very own Andrew Mahr comes back to host episode 6 of “Ask an ABM Expert.” For this one, he introduces the FIRE methodology for account selection and prioritization. Andrew dives into why FIRE (fit, intent, recency, and engagement) is a great way for marketers to scale their target account strategies and identify hundreds or even thousands of companies that are worth pursuing.
How do you make the case for ABM to your CEO?
Special Guest: ABM Practitioner Jessica Garrett
Season 1, Episode 7 | Watch Now
Before stay-at-home orders were mandated, we got the chance to sit down with long-time ABM practitioner Jessica Garrett. As an early adopter of integrating third-party intent data into a holistic ABM strategy, Jessica had some insightful tips on how B2B marketers should be making the case for ABM and proving the value of their marketing efforts. She breaks down how to get buy-in from execs and your sales team as well as which metrics matter the most.
What are the essentials to 1:1 ABM?
Season 1, Episode 8 | Watch Now
In our experience working with customers, we’ve been able to identify a few key patterns that all-star marketing teams consistently follow in their 1:1 ABM programs. In episode 8, our resident expert Andrew Mahr offers three key tactics for successfully executing 1:1 strategies.
What advice do you have for ABM marketers today?
Special Guest: N3’s Wendy Gaskill and Holly Zulauf
Season 1, Episode 9 | Watch Now
During B2BMX, we were able to chat with Wendy Gaskill and Holly Zulauf of N3 Results. As a long-time customer, N3 really developed and scaled its ABM program side by side with Triblio. In the video, Wendy and Holly offer advice to fellow ABM marketers just getting started today and explain how working with the right people and vendors is critical to long-term ABM success.
What are the essentials to orchestrating ABM at scale?
Season 1, Episode 10 | Watch Now
In the final episode of the season, Andrew explains how it's possible to adopt an ABM strategy at scale and reach your entire addressable market. He goes on to break down 3 essentials that every ABM orchestration needs to take into account: 1.) predefined sales plays 2.) AI-based triggers, and 3.) established business rules.
Andrew’s not the only ABM expert at Triblio. We pride ourselves in ABM education and thought leadership in every department. From sales to product development and customer success, we’re here to provide winning solutions for fast-growing marketing and sales teams across the country.
If you’re interested in talking to a real ABM expert, we’d love to chat! Request a briefing here https://triblio.com/abmexperts/
