Integrating ABM across your marketing mix — Randi Barshack // Rollworks

Quotes

• rms of integration, it’s not like a deep multi-month long integration. We’re talking about reading and stages from your CRM, or reading a target account list from your marketing automation system. Some of the integrations are fairly light and easy, some of them are also within other solutions.” - Randi“I think that’s the fear that guys like me have when it comes to integrating an ABM solution. I think of it as going to Salesforce and you need a marketing ops person to make sure that the data flows from point A to D. There’s so many connectors and modifications that go into a CRM platform that it just feels like CRM-ing at an enterprise level. It’s really complicated and requires a lot of time, effort, and resources.” - Ben“Oftentimes you think of the solution and it does want to send you in a corner crying of like, ‘I’m gonna invest in this new platform, I am being handed this big, empty vessel that I have to fill with content, data, processes.” - Randi“It’s like buying a house and realizing you need furniture.” - Ben“This is kind of taking all your furniture, inventorying it and putting it in a vessel. So it’s not filling the vessel. You already have the names in your map, in your CRM you got those accounts or you run an algorithm to discover them. You don’t have to put them in one by one as they come up.” - Randi“We actually have an account suggestion capability as well, so once we know what your ICP looks like, we have datasets we can use and say, ‘here’s the account on your list and here’s a bunch more that looks like that that you might wanna consider adding to your list.’”  - Randi“It’s like we filled your Amazon cart for you but you have to do the work in running the campaign whether that’s sales or marketing. That exhaustion we feel when we hear the word platform is not the case with ABM. It’s really a way to organize what you already have in a way that’s more meaningful.” - Randi“It’s kind of how I think with the CDP phenomenon where it is aggregating all the data sources that you have into one place and cleaning it up. That feels a lot easier than feeling like  you have to build all these connectors and start sending my data out everywhere.” - Ben“In terms of activating an advertising campaign, we have automated playbooks where you can just say, ‘hey audiences that are showing intent signals, we want to have this kind of advertising to run to them and literally, it’s like a playbook template thing, you push a couple of buttons and it’s up and running.” - Randi“We have a partnership with LinkedIn so you can run campaigns across our network and LinkedIn at the same time and I often think of LinkedIn as a gateway drug to ABM.” - Randi“If you have custom landing pages with one of our personalization partners and you gotta create the content, for all those that take a content plan, you gotta build that out you don’t have to start by boiling the ocean. You can start with the basic advertising campaign, throw in a simple gifting campaign, have a clear, weekly prioritization of what CSR outreach is gonna look like. Some of these are things you’re gonna be doing anyway, it’s just a more efficient way to do it.” - Randi“That’s the big sigh of relief for me. The connectors for your ABM seem to be already established. So what you’re doing is accepting data using the infrastructure that somebody had created.” - Ben“The technology of ABM has matured where it doesn’t take a large scale enterprise with RevOps or a MarketingOps team to be able to integrate some of these solutions. They are moving from the early versions of Marketo, somewhere the sliding spectrum from Marketo to MailChimp. ABM is moving downmarket like those platforms making it accessible to the rest of the market.” - Ben“The answer is, it’s people with curiosity and people who don’t wanna just pick up the playbook and do exactly what everyone else is doing but that are looking with wide eyes at new capabilities, and doing fun, and interesting things are the ones that’s gonna get the differentiated value.” - Randi