How a Small Team Measures and Scales 300 ABM Campaigns with Isaac Ware from UserGems

Apr 17, 2023

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Demand Gen Chat is back in 2023 with a brand new season!

In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems.

Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month!

Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.

Links:

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Issac Ware on Linkedin: https://www.linkedin.com/in/isaac-ware/

Check out UserGems: https://www.usergems.com/

Follow Claire Corriveau, Head of Demand Generation at Cobalt: https://www.linkedin.com/in/clarecorriveau/

Read the key takeaways from the interview: www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaigns

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

Timestamps:

0:00:00 - Intro

0:01:54 - The Challenges of Attribution in ABM Programs and a Success Story

0:03:42 - Exploring ABM Attribution and Metrics for Successful Campaigns

0:05:00 - Tracking ABM Performance Through Paid Ads and Outbound Programs

0:07:25 - Conversation on User Gems' ABM Program and Marketing Team Structure

0:09:27 - UserGems’ Lean Team

0:11:38 - Exploring the Benefits of UserGems for Paid Media Marketing

0:16:24 - Collaboration between Customer Success and Marketing for New Use Cases

0:17:44 - Collaboration Between Marketing and Customer Success Teams for Landing Page Creation

0:20:55 - Analysis of LinkedIn Performance During COVID-19

0:22:55 - Exploring Paid Media Marketing Strategies and Attribution Metrics

0:26:46 - Utilizing Gong Triggers for Employee Engagement

0:28:22 - Expansion and Churn Reduction Strategies

0:30:04 - Exploring Cobalt's Approach to Selling into Sales and Marketing

0:31:15 - Wrap Up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!