Welcome Joyce Li, Global Marketing Manager, Korn Ferry, sharing her insights on Account-Based Marketing (ABM) & MarTech Tools, as part of the MarTech Thoughts series.
What’s your industry? How do you describe your job?
Management consulting. We help companies to solve their people problems.
What is the one marketing platform/app/solution you can’t live without? Why?
Marketo!
Marketo is our core MAP that connects all the MarTech platforms and channels so that we can get deeper customer insights and personalised experiences for a more scalable B2B marketing approach.
How much does your ABM strategy contribute to optimising the client experience and revenue growth?
We started applying ABM strategy since 2021, and we’ve already seen impressive results — 34% larger opportunity deal size, 25% uplift in-market accounts, and 68% of total WIN revenue was from MQA (Marketing Qualified Account) opportunities.
What MarTech tools are implemented in your ABM strategies, data management or also others?
6Sense (ABM experience platform powered by revenue intelligence)
Marketo (MAP)
Salesforce (CRM)
What factors do you consider when replacing or consolidating your current tech stack to make it more ABM-focused?
With the traditional demand generation approach, we realised that it was no longer working. We had low-quality leads in the pipeline, high rate of sales rejection on MQLs, and falling conversation rates. That was when ABM started to come into play. With 6Sense, we are now able to identify target accounts using 1st / 3rd party data and AI technology. The whole ABM approach is to target the right people at the right time with the right message.
How do your ABM campaigns work with regard to the sales teams?
We have two types of ABM campaigns — 1 : 1 and 1 : Many.
Both require a stronger Marketing & Sales alignment than the traditional demand generation approach.
How would you use a million pounds?
I will invest the one million pounds in things that will grow value, or enrich my life experience. eg. Buy a property, invest in a business, travel the world.
What’s the best advice someone has ever given you?
Never say never!
A big thank you to Joyce Li, Global Marketing Manager, Korn Ferry, sharing her insights on ABM & MarTech Tools.
If you want to connect with Joyce after reading her MarTech Thoughts, please reach out to her via her LinkedIn Profile!
See more MarTech Thoughts interview pieces here!
Last updated: Nov 2023
