Let’s talk ABM cover image

Let’s talk ABM

60. Surround sound ABM | UserGems

Nov 8, 2023
Trinity Nguyen, seasoned SaaS marketer and technology advocate, discusses topics like champion tracking, multi-threading for account success, SDR reporting to Marketing, and making the intangible tangible in ABM programs.
30:27
Creator website

Episode guests

Trinity Nguyen

Podcast summary created with Snipd AI

Quick takeaways

  • Using champion tracking can provide opportunities for sales teams to sell to previous customers who have changed organizations and help identify risks of churn for customer success teams.
  • Aligning SDRs with marketing in an ABM program can lead to higher efficiency, a focused target persona, and a higher win rate for multi-threaded deals.

Deep dives

User Gems: Tracking and Capitalizing on Customer Job Changes

User Gems is a software for revenue teams that tracks customer job changes and use cases. For sales and marketing teams, when a champion from a target account changes organizations, it presents an opportunity to sell to them again. On the customer success side, when a champion leaves the organization, it signals a risk of churn. User Gems helps enrich contact information and relationship data, making it actionable within CRMs. By targeting accounts where previous customers have joined, User Gems employs a personalized Account Based Marketing (ABM) approach. This has resulted in successful campaigns where they received impressive demo requests by focusing on 10 accounts and orchestrating consistent messaging with their SDRs. The use of multi-threaded ads has led to a 33% higher win rate for opportunities.

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