Only 23% of marketers say their ABM program are exceeding or greatly exceeding organizational expectations, according to Demand Gen Report research. In a panel discussion at B2BMX, Adam Goyette, VP of Marketing at G2 Crowd, will offer tips to help B2B brands optimize ABM execution and outperform organizational expectations. Goyette discussed the crucial role of personalization and creativity in ABM and shared a sneak peek into the panel with Demand Gen Report prior to the event next week.
Demand Gen Report: The event theme this year is “seeing B2B through a new lens.” What advice would you give marketers looking to evolve their strategies and successfully change things up this year?
Adam Goyette: I would say that marketers need to start thinking more creatively. B2B marketing tends to be a sea of sameness. Marketers need to really think through how they can break through the noise while still adding value.
DGR: What are you most excited about to discuss on the panel?
Goyette: I am very excited to talk through some of the super creative ways companies are rolling out their ABM strategies and the opportunity to chat with my old boss and powerhouse marketer — Som Puangladda, VP of Global Marketing at GumGum.
DGR: What trends are you seeing in the ABM space?
Goyette: I think one of the biggest trends is that ABM is making marketers think more creatively. The mass automated models they have relied on eliminated some of the more creative guerrilla tactics out of the mix. We are starting to see that come back as ABM has made people realize that having a laser focus on delivering a personalized outreach to specific accounts will yield them better results, although it requires more thought.
DGR: What ABM campaigns have you seen the most success with this year?
Goyette: If I told you this, you wouldn’t need to come to my panel. [But I will say that] the most successful campaigns we have had this year had one thing in common — extremely personalized content. The actual deliverable has ranged from custom events to custom prints, but I would say that has been the one key to all the successful campaigns we have executed on this past year.
DGR: What else can attendees expect to learn from your panel at B2BMX 2019?
Goyette: Another item attendees can expect to learn is how some other companies are measuring the effectiveness of their ABM campaigns. I think this is an area a lot of marketers are struggling with.
DGR: What are you hoping to learn more about at B2BMX 2019? Are there any sessions you’re looking forward to?
Goyette: I am looking forward to connecting with all of the other amazing marketers in attendance. I am also really looking forward to the Operationalizing Marketing Innovation panel on Tuesday. As a demand gen marketer, I love tactical sessions like this one.
