Let’s talk ABM
75. From ABM to ABX
Mar 19, 2025
Evett Baranov, Global Digital ABM Lead at Workday, shares her wealth of experience in Account-Based Marketing. She elaborates on the seamless integration of ABX with demand generation strategies. Evett introduces the FIRE score framework for precise account selection and discusses the significance of targeting the right accounts. The conversation also covers innovative out-of-home advertising tactics, the benefits of ungated content for busy executives, and the importance of collaboration between marketing and sales teams for measuring success.
50:30
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Quick takeaways
- Workday's ABM strategy utilizes a dual-team approach where the ABM team focuses on personalized engagements and the ABX team enhances data-driven opportunities without overlap.
- The FIRE score framework employed in account selection allows Workday to prioritize high-potential accounts, significantly boosting deal sizes and conversion rates in its ABX program.
Deep dives
Workday's Unique ABM Structure
Workday employs a distinctive structure for its account-based marketing (ABM) strategy, involving two separate teams: the ABM team and the account-based experience (ABX) team. The ABM team focuses on creating personalized engagements with a select list of key accounts determined collaboratively with sales, targeting both short- and long-term opportunities. Their evolution over the years has led to goals that include not only generating new leads but also supporting deal closure and upselling to existing customers. In contrast, the ABX team complements existing regional efforts by leveraging data to identify larger opportunities, which enhances the overall marketing strategy without overlapping with local initiatives.
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