Katrine Rasmussen, passionate Marketing team leader at Pixelz, discusses why going after 'Big Whales' pays off, the power of investing in customer relationships, and what ABM is and isn't.
Pixels' success in ABM strategy comes from focusing on large enterprise deals and building a community of like-minded people.
Patience, sales and marketing alignment, and hiring customer-facing individuals with industry experience are essential for building lasting relationships in ABM.
Deep dives
Pixels: Scaling AI-Powered Image Retouching for Fashion Retailers
Pixels is a company that provides AI-powered retouching services for e-commerce fashion websites. Their engine can retouch and edit thousands of images per day, helping large fashion retailers improve their time to market and online sales. Their secret sauce is a hybrid approach, with 75% of the work being done by AI and automation, and the remaining 25% by human photo editors. Working with large fashion retailers like Salando and Mango, Pixels focuses on their target accounts to build strong relationships and trust. They also organize their own event series called Flow, which brings together their target accounts for a day of sessions, networking, and relationship building. This event serves as an opportunity for Pixels to facilitate connections between clients, prospects, and their team, and to position themselves as a trusted partner, not just another vendor. By focusing on large enterprise deals and building a community of like-minded people, Pixels has seen success in their ABM strategy.
Patience and Sales-Marketing Alignment: Key Learnings from ABM
In their ABM journey, Pixels has learned the importance of patience when working with large enterprise deals. They understand that the majority of their target audience is not always in market, and that building relationships takes time. Sales and marketing alignment is also crucial in their ABM approach. Initially, there was some resistance from the sales team, feeling that marketing was adding additional work. However, through better communication, understanding, and collaboration, they have overcome this challenge. Building trust with existing customers is achieved by hiring customer-facing individuals with industry experience who understand the pain points and challenges faced by their clients. By positioning themselves as trusted advisors and focusing on their clients' success, Pixels builds long-lasting relationships.
Community and Relationships: The Core of Flow Events
Pixels' Flow events are a key part of their ABM strategy, centered around building a community and cultivating relationships. These events bring together their target accounts, existing clients, and prospects within the photography and fashion industry. Flow events include sessions, speakers, networking, and informal gatherings, creating a relaxed and enjoyable environment. The marketing team invites noteworthy individuals from target accounts to be keynote speakers, fostering a sense of community and promoting knowledge sharing. This approach allows Pixels to facilitate connections between attendees, build brand recognition, and gather valuable insights that contribute to the success of their ABM program. Additionally, they have created a Slack community exclusively for past Flow attendees to continue conversations and maintain relationships outside of the events.
ABM: Not Just About Expensive Tools, but Strategy and Understanding
One misconception about ABM is the belief that it solely relies on expensive ABM tools and automation. Pixels emphasizes that ABM is more than just technology; it is a business strategy. They highlight the importance of understanding which companies are a good fit for ABM, based on the size of the deals and the target accounts. ABM should not be pursued for the sake of following a trend, but rather it should align with the goals and capabilities of the business. Pixels emphasizes the need for a strong strategy and deep understanding of their target accounts to succeed in their ABM efforts, rather than relying solely on costly tools.
In this episode of Let's talk ABM, Declan chats to Katrine Rasmussen. Katrine leads a passionate Marketing team
at Pixelz, that is making waves and shining a light on the importance of photo retouching. Prior to joining Pixelz she worked in and led marketing growth teams in the Fintech and accounting sectors.
Here's what they cover:
Why it pays to go after ‘Big Whales’
What is Experience Marketing
The power of investing in customer relationships
What ABM is and isn’t
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