RollWorks brought ABM to INBOUND and we had a blast! Over the course of a week, our team helped to inspire future marketing programs, optimize inbound, and accelerate impact.
So...How did we do it?
Our exclusive ABM Lounge featured 15 inspiring sessions and activations to help marketers of all teams ABMify their inbound strategies and head back home with the know-how you need to make H2 ‘22 the best half yet.
Here's a glance at all our sessions alongside our amazing partners and customers.
20 Use Cases in 20 Minutes to ABMify Your Inbound Approach
Speaker: Randi Barshack, CMO, RollWorks
Our very own, Chief Marketing Officer, Randi Barshack shared her most effective, and easiest to implement, plays to ABMify your inbound approach. Whether you’re exploring account-based marketing strategies, already seeing success with ABM, or are a veteran of the practice, this session made for some quick account-based inspiration to hit the ground running.
Small, but Mighty: Building a Marketing Machine with a Lean Team
Speaker: Erin Shepherd Martinez, CMO, ROBO Global
ROBO Global is a financial services firm competing in a crowded market with companies 2000x their size. CMO, Erin Shepherd Martinez, discussed how their team of three leverages digital platforms and focused ways of working to drive quality and engaged leads for their sales team.
Aligning to Sales with ABM
Speaker: Angus Robertson, Partner & CMO, Chief Outsiders
We all know that sales is tough, but marketing with ABM can help. This case study from Chief Outsiders highlighted how ABM can capture Top of Funnel interest to yield more meetings and pipeline for Sales. Angus Robertson, Partner & CMO at Chief Outsiders, covered how a joint sales and marketing focus on target accounts can increase performance for both teams.
How to maximize your reach and budget with ABM
Speaker: Erika Souders, Marketing Director, The Amphibious Group
When The Amphibious Group decided to shift their advertising spend from Google to RollWorks, the impact was palpable: immediate visibility into where their money was going. Erika Souders, Marketing Director at The Amphibious Group, shared how their marketing team built strong alignment with their sales team and proved incremental marketing ROI.
ABM For Small Teams: It's Possible
Speaker: Britany Ochalek, Marketing Manager, Kopis USA
Engage and convert target accounts with personalized gifts that set you apart from the competition. This session offered tips and tricks to help you: break into stalled accounts successfully with a creative and unique approach; convert leads faster by creating specific sends for specific buyers - get those stakeholders to take action and make strategic sending an easy reality - case studies from partners and customers.
Going Big with a Small Team: How ABM helps when resourcing is limited
Speaker: Melissa Pavlicek, Director of Business Development and Marketing, Trial Runners
When your team is small and resourcing is limited, account-based marketing can shine for its ability to drive results with ease and efficiency. This session discussed how the Trial Runners marketing team drove a positive impact with ABM.
Leveraging employee email to move your target accounts down the funnel
Speaker: Bobby Narang, Founder & Chief, OpenSense
Bobby Narang, Founder & Chief at Opensense, shared a simple way to increase your ABM campaign performance. In this session, he deep-dived into why leveraging employee emails as part of your ABM strategy can drive better engagement and how to get started.
Starting from scratch: How G2 revamped its ABM strategy
Speakers: Robin Izsak-Tseng, VP of Revenue Marketing, G2, and Mike Stocker, VP of Partnerships, RollWorks
Robin Izsak-Tseng was brought on to the G2 Marketing team at a crucial time, and with no small order. Marketers everywhere can resonate: the tech stack was not meeting the team’s needs, and pipeline goals were growing massively. Something needed to change, and quickly.
In this fireside chat, Robin, VP of Revenue Marketing sat down with RollWorks' Mike Stocker to share how to: align Marketing and Sales to identify the right ICP and goals; set up foundational work: data hygiene, CRM readiness, and understand what you’re measuring; build creative campaigns that engage personas within the account; and monitor, measure, and report.
Using Intent data to optimize advertising performance
Speaker: Brandon Santos, Senior Digital Marketing Manager, Bombora
Bombora’s digital marketing team was looking for ways to improve its advertising performance without increasing budget. As they shifted to a more account-based approach on paid, the team turned to their own Intent data to prioritize who to get in front of and what content would be relevant based on what those people were researching.
Brandon Santos, Bombora’s digital marketing expert, reviewed how to: use Intent data at the core of a paid advertising strategy; set up an Intent-driven ABM campaign within RollWorks and LinkedIn; and nail the advertising fundamentals to maximize ROI.
How to turn your company's ABM skeptics into believers
Speaker: Emily Wolfe, Senior Director of Analytics and Growth Marketing, Collective Health
Even the most effective ABM campaigns can't compete with leadership teams that don't buy into the strategy. Emily Wolfe, Senior Director of Analytics and Growth Marketing at Collective Health, shared her tips and tricks on how to measure and report on performance in a way that even the most skeptical execs can't ignore.
Strengthen your ABM Strategy with Personalized Sending
Speaker: Jessica Ovalle Fisher, Director of Demand Generation, Sendoso
Engage and convert target accounts with personalized gifts that set you apart from the competition. This session offered tips and tricks to help you: break into stalled accounts successfully with a creative and unique approach, convert leads faster by creating specific sends for specific buyers - get those stakeholders to take action, and make strategic sending an easy reality - case studies from partners and customers.
GTM Matrix: More than a buyer journey makeover
Speaker: Randy Frisch, CEO, Uberflip
In this session, Uberflip’s Chief Evangelist, Randy Frisch, discussed why content is the foundation of your sales and marketing plays and shows you how you can begin to think differently about mapping your content across the customer journey. Learnings included: why and how content moves your customer through the funnel; how to identify gaps in your content that leaves your customer hanging ; and a framework to thoughtfully plan and optimize your marketing strategy.
RollWorks on RollWorks: A Product Deep-Dive
Speakers: Justin Cooperman, VP of Product, RollWorks, and Ivana Applegate, Strategic Partner Manager
Justin Cooperman, RollWorks’ head of product, and Ivana Applegate, Strategic Partner Manager, highlighted some of RollWorks’ “greatest hits” from 2022 and shared practical insights as to how HubSpot users can take their ABM strategies to the next level.
How to Use Video in ABM to Crush Your Inbound
Speaker: Sophie Strobel, ABM Program Manager, Vidyard
In this session, Sophie Strobel, ABM Program Manager at Vidyard, showed how to tangibly use video within your ABM program while discussing different strategies and real examples for 1:1, 1:few, and 1:many campaigns. Learnings included: why and how content moves your customer through the funnel; how to identify gaps in your content that leaves your customer hanging; and a framework to thoughtfully plan and optimize your marketing strategy.
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