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Infusing the Human Touch in ABM

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Daniel Gaugler – CMO, PFL

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Putting the Human Touch in ABM
Daniel Gaugler CMO …..and Meteorologist! Ryan Gallagher Sr. Manager, ABM
Message Multi-Channel Method
Key Learning Points Be relevant with every interaction Prospects are human Sales and marketing teams are human
The Problem Targeting large accounts Hard to get good data Internal team alignment
Where did you start? Brought the concept early to sales team Identify accounts with sales team Identify contacts
Relevant Timely Orchestrated The Message
Your Audience is Human
Campaign Flow Qualification call Incentive Offer (e.g., Apple Watch Mailer) Small Gift & Card w/ personal note Target Account Advertising via syndication & social posts Decision Maker/ Key Influencer Followed by 2x Marketing Emails Email 1 Week Before Month-Long Outreach Sequence Email / Phone Incentive Redemption Nurture After 1 Month
Our Teams are Human Too
Results Pipeline Velocity – From 9 months to less than 2 months More than $4.5M generated in pipeline 300% increase in opportunities 16% Response Rate – more than 4X previous results
Wrap Up Be relevant with every interaction Prospects are human Sales and marketing teams are human Always adapting
Thank You

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