Lindsay Becker and Lisa DeDonato, both Supervisors of Corporate Marketing, LogMeIn, one of the top 5 SaaS companies in the world, spoke about their ABM journey. They said they embarked on an ABM strategy because it was the big thing. But that changed quickly.
“We started with ABM because it was a hot trend, but that’s not why we continue to do it now”. Partnering with sales and executing insight driven programs is the key to success! @LogMeIn @lindsay_jbecker #FlipMyFunnel
— Jonathan Tam (@jontam13) August 8, 2018
Things didn’t go so well for LogMeIn. So what did they do?
. @LogMeIn needed an #ABM refresh. They needed a Phase 2 of giving ABM a shot. And they won big time with ABM the second time around. #FlipMyFunnel pic.twitter.com/T3kXbBv0LT
— #FlipMyFunnel (@FlipMyFunnel) August 8, 2018
They took a pause. And reimagined ABM for their business. And changed the ABM strategy.
Great to see @LogMeIn take a step back to figure out what their #ABM journey needed to be. Great way to illustrate the critical steps in moving from “marketing to accounts” to ABM! Alignment, resources, technology and metrics are all required @lindsay_jbecker #FlipMyFunnel pic.twitter.com/ht4VfPuH8K
— Jonathan Tam (@jontam13) August 8, 2018 And the results were stunning.
Fantastic #ABM results from @LogMeIn: 70% target account penetration & 17% account-to-opp conversion! #FlipMyFunnel pic.twitter.com/tvFTOZxa4S
— Terminus (@Terminus) August 8, 2018
17% Opportunity Rate on a 400 account list. Well done LogMeIn #FlipMyFunnel
— Eric Wittlake (@wittlake) August 8, 2018
“Focusing on the account level uncovered 2 opportunities for us”. This is why companies need to shift to a “demand unit” approach to understand all the opportunities across buying groups within their targeted accounts! @LogMeIn @siriusdecisions #FlipMyFunnel pic.twitter.com/pr26XvOeyC
— Jonathan Tam (@jontam13) August 8, 2018
So what are the lessons?
1. ABM strategy is a contrast evolution.
2. Tag your accounts.
3. Reporting is everything @LogMeIn’s tips to #ABM #FlipMyFunnel pic.twitter.com/ZlQk8s1b4y— #FlipMyFunnel (@FlipMyFunnel) August 8, 2018
Attendees agreed that this session marked high on authenticity!
Why #ABM @LogMeIn – great authentic talk #sales & #marketing alignment #FlipMyFunnel
— Matt Benati (@mattbenati) August 8, 2018