An Interview with Mahesh Jeswani (aka MJ), Principal Product Manager/Head of Product for Account Based Marketing Products Marketo
Kwanzoo: Mahesh, your CEO Steve Lucas recently claimed that “We’re the Best in Marketing Automation” – a space that focuses on lead generation, contacts, and MQLs. So why roll out Marketo ABM?
Jeswani: When you listen to a lot of the people who are talking about or doing Account Based Marketing (ABM), a lot of what they are discussing sounds similar to marketing automation software-related requirements. If you look at the large enterprise companies that Marketo sells to, you will see as they use Marketo for their broad-based or lead-based marketing that the next question that comes up is “What if we had account-based marketing built right within the same Marketo platform that we have been using over the years for traditional marketing?” It is a natural thought progression from a marketing perspective. That is why at Marketo we believe that ABM should live within the Marketo engagement platform and now we have made it a reality by delivering a new best-in-class ABM product few months ago. Continue reading
An ABM Interview with Niraj Deo, Sr. Director, Product Management, Oracle Data Cloud—B2B Products
Kwanzoo: Niraj, can you start out by telling us why Oracle Data Cloud (Oracle BlueKai) is moving into Account-Based Marketing (ABM)?
Deo: We really see our ABM progression as an extension of the three core capability offerings we have in the Oracle Data Cloud:
- Audience Data Marketplace—A community of more than 40 third-party data providers that have access to a massive amount of data.
- ID Graph—Pulls together the many IDs across marketing channels and devices that comprise a given person and enables marketers to tie their interactions to an actionable customer profile.
- Data Management Platform (DMP)—Leverages integrations with modern activation channels (Google, Facebook, etc.) to build cross-channel campaigns and audience targeting.
Will it be a Successful ABM Campaign or Just a Long Fishing Trip?
It has been well documented that account-based marketing (ABM) provides compelling revenue and ROI. In fact, in many surveys, seasoned ABM practitioners often say thatABM produces the best return of any marketing strategy or initiative. Unfortunately, it can take months to set up, run, and see results from an account-based marketing campaign. All of that takes budget. So how do you justify and validate budget spend during a long campaign?
It has been said that marketing is similar to commercial fishing. You can look at the demand generation process as being similar to fishing with nets. It’s a volume play. Get the fish on board and then sort them out. Some say that ABM is similar to fishing with a spear. You are going after fewer, larger fish. More specifically, I see it as fishing for Bluefin Tuna with a harpoon. You are miles offshore standing on the pulpit of your yacht scanning the ocean for the big ones. You have invested a significant amount of time and money to land these fish. How do you better your chances of quicker and better engagement?
“80% of marketers measuring ROI say that ABM outperforms other marketing investments” -ITSMA
Are You Building Another Leaning Tower of Pisa?
Ah, the Leaning Tower of Pisa—an ornate, bell tower that stands—or leans—over 183 feet in the air in Pisa’s Cathedral Square. Several architects have been credited with the design and many experts were involved its development. In 1178, five years into the construction, several builders saw that there were potential problems—but the well-known experts they were following kept telling everyone to keep building…for another 194 years…thus compounding the problem.
Over the last 50 years a number of corrective actions have been applied to try to fix the problem…a multinational task force of engineers, mathematicians, and historians were assembled…hundreds of tons of lead counterweights were added…thousands of cubic feet of soil were removed…cables were cinched and anchored…the bells were removed. In 2001, the Tower was declared stable for another 300 years—but the Tower still leans. In the end, the construction of the Tower of Pisa was flawed from the outset. A shallow foundation set in weak, unstable subsoil and the continual building upon that poor foundation created a well-intentioned endeavor that literally went sideways. Too much time, money, and effort has been spent trying to fix a flawed process. Continue reading