During this episode of Tech Qualified, Tristan Pelligrino chats with the CEO of Triblio, Andre Yee. The conversation pinpoints some of the major challenges with B2B marketing right now - especially with standard MQLs and the traditional “lead model”. Andre talks about the shortcomings of using some of the standard marketing automation tools and how companies can pivot a bit to help gain rapport with prospects before they reach out and engage directly.

Episode Highlights:

• Andre provide some highlights about his past work experience which includes a range of B2B technology companies
• Andre was a very early employee at Eloqua and helped grow the organization from around $15-$20 million to $125 million - in about 5.5 years
• Triblio was sparked by a lot of the experience Andre had with many first generation marketing automation platforms and technologies
• Triblio helps companies execute account-based marketing from end-to-end instead of piecing several different types of technologies together
• Andre discusses some of the major components to an account-based marketing strategy  and how an organization can set up an effective foundation
• To execute and account-based marketing strategy effectively, one of the most important things to note is the customization with your prospects
• Based on research conducted by Triblio, it’s important to understand that many companies interact with prospects 90 days or more before they fill out a form
• With an account-based marketing strategy, companies can actually be more proactive in how they engage their prospects and avoid sitting back until someone raises their hand and provides contact information
• Retargeting is effective, but that whole process depends upon a prospect actually visiting the website first
• With Triblio, companies have the ability to customize a visitor's experience on a website without any type of programming
• Content is truly the fuel behind your ABM campaigns and if you don’t have great content, you’re going to have limited success engaging prospects 
• Andre sees a very strong trend towards video and developing a variety of types of content for prospects to consume in a number of different ways 
• For those looking to get more information from ABM experts, Triblio actually has a new video series featuring interview segments from experts in the field

Key Points:

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.