ABM is not a one-and-done job. Instead, it’s a fundamental shift in go-to-market mindset. And that’s a journey that takes time to get from good to great.
FIS Global, a leading provider of technology solutions for merchants, banks and capital markets firms globally, has been on such a multi-year ABM journey. And as their ABM agency partner, the team from Quarry has been right alongside them, right from the start.
As part of B2BMX’s recent “Next-Level ABM 2022” virtual event, Christina Handy, VP of ABM at FIS, sat down with our own very chief ABM advocate, Meredith Fuller (Managing Director, Demand Strategy) for a candid conversation about that journey, from early and recent successes, lessons learned and—importantly—what’s to come. You can watch the entire video below (with highlights to follow):
Setting a strong foundation with account selection
Christina and Meredith emphasize the importance of identifying and prioritizing right-fit accounts from the get go (6:23). Bridging the gap between Marketing and Sales is key to the success of ABM at FIS.
By combining sales and marketing intelligence, Christina and her team were able to select the accounts that would offer quick wins in early stages while driving deeper and more profitable account relationships long term.
Bridging the gap between Marketing and Sales is key to the success of ABM as FIS.
Customization drives resonance
Deep personalization at scale—bespoke or highly customized experiences that go way beyond field merges in copy—is a mark of next-level ABM. FIS made personalization a priority throughout the campaign, from planning through execution.
An ABM intake form ensured the team fully understood the priorities, motivations and pain points at each account (15:08). Creative and copy were then customized to hail the audience and connect more deeply. This allowed them to deliver the right message, to the right audience, at the right time.
Deep personalization at scale—bespoke or highly customized experiences that go way beyond field merges in copy—is a mark of next-level ABM.
Strategic use of MarTech
Of course, your marketing technology stack matters. What matters more, however, is leveraging your MarTech to serve your strategy. (8:21)
If FIS’ success is any indication, it is wise to leverage and complement your existing stack. They didn’t have to over-invest in the latest, shiniest tool. Instead, they focused their efforts on the tech (Folloze, for example) that best served the strategy, gave flexibility and speed, and accelerated in-market timing.
For more specifics into FIS’s MarTech stack, dive into the video at 8:58.
One final take away from the conversation is summed up by Meredith who noted that ABM is a marathon, not a sprint:
Spend the time, take the time, do it right, build it out, don’t skimp, because that’s actually going to be what allows you to move really quickly and successfully going forward.