Getting Real About Account-Based Revenue

Trish Bertuzzi, Patrice Greene, and Kathy Macchi weigh in with a live panel discussion on June 8.

Here’s a joke for you: “How do you know two marketers are talking about ABM?”

If you muttered “their lips are moving,” followed by a groan, then you understand why three women with a combined 30 years of experience executing successful account-based revenue strategies are starting to get fed up!

There is nothing abstract about Trish Bertuzzi, Kathy Macchi or Patrice Greene. These women are known for separating the wheat from the chaff, providing practical examples and working with their clients to achieve concrete, dollars-and-cents results.

I recently sat down with the three of them and discussed a variety of topics, from the “trio of crap” (a crappy process, supported by crappy messaging, which leads to crappy results), to the changing role of women in tech, to the account-based marketing “paralysis” that many organizations are experiencing.

Here are some highlights...

The market demands more relevance and better messaging

According to Bertuzzi, “Organizations are realizing that they’ve bored the ever-loving crap out of their buyers with banal messaging and vapid emails so much so that their buyers have put up a wall. It’s not always the team itself that is the problem. I’m seeing more that the process and message is the problem.”

Macchi added, “I think marketers, in a way, are coming full circle by recognizing that technology, reporting, analytics and the ability to scale are important – but none of it really matters if you don’t have a resonant message. If your message isn’t relevant, it falls on deaf ears. “

Organizations just can’t get started with account-based revenue (ABR)

Greene mentioned, “When you think about account-based revenue, you need to treat accounts, or groups of accounts, differently. You need to figure out which accounts you’re going to go 'all-in' on. You need to consider which resources you’re going to pull in, how much you’re going to spend, what tactics you are going to use, and whether or not there are similarities in those accounts from a segmentation perspective. And you also need to consider whether you’re an enterprise, and thus have multiple products and multiple markets. All of those considerations are paralyzing folks.”

Company’s think outbound = account-based

According to Greene, “A lot of organizations think that they’ve adopted an account-based marketing strategy because they bought certain technologies like Demandbase or Terminus or they bought Engagio. They’re sending cupcakes, right? Therefore, they’ve a set of target accounts and they’re not outbound spraying and praying like they did before. But they’re still handling leads over to sales, and that’s not really ABM.”

Macchi added, “Organizations will take a bunch of accounts, and just then just batch and blast to those accounts. The marketing isn’t any different from broad outbound, and they sit back and ask, ‘How is this different from what I’ve been doing?’ And the answer is: it isn’t.”

Why you need to be using the term “account-based revenue”

According to Bertuzzi, “My introduction of the term ‘ABR’ was very intentional. I wanted to move the conversation away from account-based marketing. We were talking silo city with that term …if all paths don’t lead to revenue, it doesn’t matter what type of account-based strategy you execute.”

Trish Bertuzzi, Kathy Macchi and Patrice Greene will be participating in a live, virtual panel discussion June 8 called “Getting Real about Account-Based Revenue” – they’ll share practical tips, stories from the trenches and most importantly, engage in frank discussions about what an organizational commitment to account-based revenue really is. Register here and submit your question in advance.

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