ABM Virtual Summit

ABM Virtual Summit was a remarkable experience – a conference, which could be set to auto-play at our leisure with easy access to presentations. Convenient. Simple. Inspiring!

A few interesting notes are below:

  • DemandBase: twice a year SDRs participate in Marketing Innovation Contest. SDRs present ideas on demand generation and how to engage target accounts. Each one present to Marketing and Sales leadership. 2 out of 3 last campaigns DemandBase marketing executed came from the SDR team.
  • Certification of target accounts. DemandBase has an ABM certification, which is used as a marketing tactic. The certification is offered for top target accounts (and valued at about $15,000).
  • Sendoso: can not send gifts to some organizations; this can be replaced with charitable contribution to the charity of their choice
  • How to encourage SFDC upkeep? Each specific entry milestone opens an additional benefit for the rep – an additional DM budget, for example

Interesting: collaboration between marketing and support is increasing. Today only 1/3 or marketing teams suppress messages to customers with open service issues. By 2025 2/3 of brands are expected to have fully integrated marketing and service teams with common metrics, goals, and programs.

Example of a highly beneficial service initiative: Salesforce Trailhead

Introduction of ABM at DocuSign

The initial program focused on Financial Industry and took 3 months to produce (6 months in market). All program materials were new and were created for this initiative.

Program:

  1. Identify priority accounts
  2. Map out the buying team
  3. Create the story
  4. Design the engagement plan (slide below)
  5. Enable sales to win (great example of sales materials in PPT)

Conversational marketing: book and 15 examples of very innovative ways to use Conversational Marketing approach (PPT).

  • One of the session attendees was able to make connection between Drift and Bizible to evaluate effectiveness of Drift as an application
  • The best approach to making conversational marketing effective is to designate an owner of the messages and conversions, similar to assigning ownership to other channels. Interesting: Drift itself started from “everybody doing everything,” which did not generate good results.

Book – The Box

The Box: How the Shipping Container Made the World Smaller and the World Economy Bigger is a fascinating book. I read a portion of the book as part of a very enlightening Coursera business class, and now listened to the entire volume after joining a company in the industry.

The most insightful part of the story seems to me not the technical complexity of the containerization, but its societal aspect. Though the advantage of containers was obvious, the new approach threatened established interests at first. Later, however, the popularity of the container moved to another extreme – some cities jumped to invest more resources to improve their ports for container ships, but the ships did not always come.

The success of the container required the technology and people to come together at the point where the technology made sense, process generated clear benefits, and the people involved wanted to change their traditional approach. Everything started from the people 🙂