Tricia Stinton, CMO, Field Marketing UK & Ireland at Cognizant, B2B & account-based marketing evangelist, shares her ABM and growth marketing strategy tactics.
Marketing has become so multi-faceted now that I would advise anyone coming into this area to take time to understand all the possibilities that exist in marketing and identify the area that they feel most passionate about.
I would also encourage all marketers regardless of what aspect of marketing they do to keep the end customer at the centre of what they do. Everything should start with the customer. Additionally, we are now in a world where outcomes are everything so being data-driven and commercially minded is key.
Everything should start with the customer. Additionally, we are now in a world where outcomes are everything so being data-driven and commercially minded is key.
Ensure strong alignment between sales and marketing and that everyone understands the process, the role they play, and the benefits.
It’s also important to have a clearly outlined structure and approach which can be industrialised and replicated consistently.
Finally, understanding what type of ABM is right for your business at that moment in time. Do you have the people and budget resources to do 1:1 or would 1 to few be more effective for where you are at that moment?
Be agile and be prepared to adapt your approach to reflect changes in the client circumstances or objectives.
Maintaining data integrity is for me the biggest challenge. People move companies or change roles regularly and being on top of these changes requires commitment, resources and a clear approach.
Additionally, ensuring seamlessness between internal systems and platforms is a challenge that many organisations face in terms of data management.
Ensuring seamlessness between internal systems and platforms is a challenge that many organisations face in terms of data management.
It is not necessarily the ‘next big thing’ but there is a marked increase in organisations turning to ABM. As a result of the pandemic, marketers have been forced to pivot to a digital only strategy but audiences are demanding a more personalised approach and the successful approaches those which are relevant, and which demonstrate an attempt to understand the client needs on a personal level.
I would play tennis. I am a beginner/intermediate level player and it’s a sport that I have loved since I was child. Having spent many years as a spectator I started playing as an adult and I love every moment. It is a great way to exercise, clear your mind and recharge.