Using ABM as a Driver for Business Growth with Zayo Group’s Kimberly Storin

Kimberly Storin strongly believes that culture beats strategy every day of the week and that you can be the best strategic marketer in the world, but if you fail to build a sustainable culture, your strategy is irrelevant. It’s one of the reasons why when she joined the Zayo Group, she made a plan for her first 100 days, during which she would be relentlessly focused on making sure that within her organization, the sales and marketing teams remain aligned in their vision.

“The biggest impact that we're going to have is to get that sales alignment right off the bat so that we can see a great account-based marketing approach. The biggest win that we can have in the next six to 12 months will be to implement account-based marketing.”

Kimberly has extensive experience in enterprise technology, having overseen brand refreshes and strategy implementation at some of the world’s biggest technology companies — including Dell, AMD, and IBM. Now, as the CMO of Zayo Group, she helped to implement similar strategies. On this episode of Marketing Trends, Kimberly explains why having a strong ABM strategy is integral to the growth of Zayo Group, she also dives into why every marketing department should devote resources to its own creative services department, and how every new CMO can earn quick wins.

Main Takeaways:

• Building a Plan For a Plan: When you enter any new organization, you have to understand the values and benchmarks the organization needs to hit. A good practice is to start by meeting with all the internal stakeholders of the business to best understand where you earn quick wins. Once you identify these, you can then gain a better understanding of what the key elements and goals of the business are.
• What Makes for a Good ABM Strategy: A good account-based marketing plan starts with a strong alignment between sales and marketing departments. When both sales and marketing have the ability to leverage market data, combined with the internal data the organization has, it makes for an incredibly streamlined process for identifying the proper prospects to target.
• Let’s Get Creative: Brand consistency is key, but in order to make sure you are building a strong and consistent message, marketing teams should invest in having their own internal creative agency. When creative services are in-house, it allows you to highlight elements of the brand that matter while building a strong and consistent approach.

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