The switch over to Account Based Marketing doesn’t happen overnight.

But with a little patience, you can start to see the impact of your ABM investment. 

Kyle Lacey is the Vice President of Marketing at Lessonly, and his team decided to switch over to an ABM approach over the last few years.  It wasn’t an easy change of direction, but Kyle and his team are seeing real results in some surprising ways.

We caught up with Kyle for this episode of The Intelligent Marketer to learn more about Lessonly, monthly product releases, and Account Based Marketing challenges.

Matt Mobley is the Chief Technology Officer at Merkle.  Air Force, built up technology chops.  Then joined small consultancy, in the marketing technology space.  Extensive experience with data management and data processing.

No longer limited to just computers and phones, many household smart devices are appearing.

This means more data than many companies know what to do with.  Rob Glickman is the Chief Marketing Officer at Treasure Data, where his role all comes down to managing data and how it changes customer experiences.

Rob joined us for this episode of the Intelligent Marketer to talk about aligning his team at Treasure Data, the Internet of Things (IOT), and General Data Protection Regulation (GDPR) in Europe.

Jessica Cross’ obsession is working with data to enable personalization at scale.

Whether that is through email, dynamic ad units, or direct mail, she sees that whenever she can personalize, there are better click through or conversion rates. She leverages Artificial Intelligence to help her reach this goal of personalization at scale.

Jessica works in Account Based Marketing for RollWorks, a division of AdRoll.  She has been in the high tech B2B world for nine years.  She worked with two different predictive scoring companies before her time at AdRoll.  She’s been in her new role for over two years now where she gets to market to marketers.  She thinks it’s a great place to be!

We sat down with Jessica for this episode of The Intelligent Marketer to hear all about her job at RollWorks, Artificial Intelligence, and her career influences.

“Alignment is just seeing eye to eye. Collaboration is actually working together.”

ABM has become a buzzworthy term in the B2B world over the past few years, but Account Based Marketing only works in a collaborative environment.

If sales & marketing are not on the same page, ABM will fail.  Both sides will be frustrated with each other. Time, money, and effort will all be wasted.  Who can afford that?

Rebecah Wiegardt is an Account Based Marketing Manager at Vyond, and she understands the importance of collaboration.  For Rebecah, collaboration means sales & marketing sitting down in the same room.  It means having the same goals. It means an overlap in responsibilities. And it means that marketing works with sales, not for sales and not ahead of sales.

Even though Rebecah has only been working in the world of ABM for 4 years, she is considered a veteran in this young space. Her advice for companies looking to adopt an ABM model would be this:  Just do it!

ABM focuses on collaboration, relationship building, and authenticity.  For many B2B companies looking to reach Enterprise-level clients, it is the way of the future.  In this episode of the Intelligent Marketer Podcast, we sat down with Rebecah to talk about collaboration, measuring success, Tech Stacks, and the account selection process.

How do you push yourself to continue to learn?

Do you latch onto the latest buzzword, or do you find new & innovative strategies for your team?

Melissa Todisco is the new VP of Marketing at Concentric.  She was drawn to Concentric because they are disruptive.  They don’t sit back and wait for others to pave the way in front of them, they are pioneers.  Melissa fell in love with telling innovation stories during her time consulting for companies like 3M, and she is looking to tell those same stories at Concentric.

She’s always looking for a better way to measure business success through data and analytics.  Concentric allows clients to test their go to market strategy in a simulated environment before they bring it to the public.  This includes tactics, pricing, market share strategies, and more.

Melissa joined us for this episode of The Intelligent Marketer to talk about Concentric, forming teams & messaging, and the future of marketing analytics.

Strategy is the core of marketing.

But technology is the force multiplier.

Jeff Shearer is a marketing operations and mar-tech strategist based in Seattle. Most recently, he served as Director of Marketing Operations Technology at Nintex, a workflow automation company. He has also been with Expedia's corporate travel division and just struck out on his own as an independent marketing, operations, and technology consultant.

"I describe marketing automation tools as Legos in business," he told me, "because you can build anything with them."

I asked Jeff about those Legos. We talked about mar-tech affects organizations at all levels, ways to get the c-suite to invest, what guides his decisions, how to evaluate marketing technology, and what Jeff sees in the future.

“I don’t think data is the problem...

I think the problem is there’s too much data.”

Chelsea Kiko is the Marketing Automation Team Lead at the Hileman Group in the Cleveland area and a Marketo Champion.  Chelsea approaches marketing automation success in a slightly different way than many of her counterparts across different organizations do.

Here are some of the things she subscribes to:

1) Marketing & sales alignment is key.  

2) A more complicated tech stack is not always better.

3) Data implementation is tougher than it seems

Chelsea likes to challenge her customers’ idea of success by taking a step back, simplifying, and redefining what it actually looks like to be successful in the field of Strategic Marketing Automation.

As technology continually shifts, and data has become more and more accessible, the profile of the Marden Marketer is an ever-expanding role. What does it take to keep up?

Jami Schwartz understands this ever-changing world facing today’s marketers. Currently, she manages B2B Demand Gen at Airbnb for Work. In her career, she’s led Marketing Operations for Intuit Demandforce at Intuit, but she’s also led a variety of marketing and marketing tech teams at startups such as Kabbage and Lycos.

She came on our recent The Intelligent Marketer Podcast and gave us five keys on how to excel in an ever-changing marketing world.

The fines for violating GDPR are straightforward as well, to the tune of 20M Euros, or 4% of your company’s global revenue, whichever is larger.

That means if you’re a 10B company, you could be looking at up to a $400M fine. So you can see why GDPR is a big deal.

Oliver Wyman predicts GDPR will hit 6B in the first year, and that half of all companies globally will receive fines. PwC estimates that 77% of large US corporations plan to spend more than $1M on GDPR preparations.

Are you convinced that you should be taking GDPR seriously yet?