Salesforce Account-Based Marketing: Intelligent B2B Marketing with Rick Tolman

Overview

Rick outlines essential components to any data-driven account-based marketing strategy.  

Speaker

Demand Generation executive spanning 21+ years of progressive experience building top-performing, revenue driven, global demand programs for high-growth SaaS technology companies including Sony, Adobe, Ancestry.com, Pluralsight, Domo, and Oracle. An expert in building scalable revenue engines driven by integrated demand strategies, programmatic modeling, demand funnel optimization, lead management operations, and sales and marketing alignment. Recognized for driving outcomes and accountability with an awarded track record of successfully delivering pipeline and billings against complex and challenging business objectives. Strong expertise in SaaS and cloud technologies leading organizational demand strategy across market regions and sales segments while building high-performing teams that maximize new and expand business globally, grow revenue, capture market share, and increase company and shareholder ROI. 

Quotes

92% of B2B marketers have an ABM strategy 

64% of ABM programs have started within the past 5 years 

Only 19% of B2B marketers are confident in their ability to execute properly 

“B2B customers now expect that same type of empathy and engagement as their B2C counterparts.” 

“There are 3 main business objective for ABM: understanding your buyers, align marketing & sales, and grow account relationships.”  

“The best account strategies are tiered: strategic ABM, scales ABM, and traditional lead gen.” 

Key Points

Marketing: 

Identify key accounts 

Develop account specific content & campaigns 

Measure, modify & optimize 

Account lead scoring 

Cross-channel engagement 

Sales: 

Lead management 

Accounts 

Contacts 

Opportunities 

Forecasting 

Custom workflows 

Service: 

After-sales support 

Issue respose 

Customer satisfaction