Interview with Peter Isaacson

Hi my name is Bob Samuels I’m founder of tech connector a best-of-breed marketplace account based marketing and other lead generation solutions we’ve partnered with the b2b market exchange to interview industry leaders and share best practices to that end I’d like to introduce you to Peter Isaacson chief marketing officer of demand base hi Peter nice to speak with you again what changes have you seen recently in the ABM marketing world? One of the things that we have seen in a year and half is that Account based marketing category has shifted pretty dramatically from companies wanting to know what is the account based marketing and why should I do it to shift into okay I guess the account based marketing and I understand why I should deal with what I really want to understand how do I do it and how I can execute best practices with an account-based marketing approach so they’re really there’s every time I hear of anybody buying and that’s a good idea yeah and so we’re Past we’re past that selling stage of life here’s why you should do it now people are like given us a and we get that like tell me something like how I should do it how other folks are doing it what I should be thinking about when I set up an account based approach so kind of a natural evolution of the category I would say and both they’re doing that they’re becoming more kind of nuanced in their approaches to to account based marketing a couple of things that we’ve seen one is that you know a lot of account based marketers have just kind of equated account base apricots into account based marketing so this is the easiest thing for them to get their heads around and we’re seeing more companies kind of maybe start with an account based advertising approach but move on to how they can engage website how they can actually deliver specific account level and individual in level insight to their sales team so that they could close deals more quickly so it’s getting more sophisticated from that standpoint and then the other other way it’s getting more sophisticated is that we saw in the early days people tended to take a very monolithic view of their Charter to Kaplan so there’s kind of one big group of target accounts that day

you know treated the same way and you know personalized in the same way and customized in the same way that were seeds again were nuanced approach either that’s started catalyst where folks have you know some very top of the top of the pyramid kind of strategic accounts that are the most important for them to really engage with and then a second tear that might be kind of a horrible one to few you know a couple to three hundred accounts that require a different level of customization and then more of the masses that might be kind of more one two many and receive a more programmatic approach to their customization but what we’re seeing is companies actually combining and blending these different tiers and actually kind of treating them differently and taking different marketing approaches to the different tiers within their target account and see the thing of a lot more sophistication within marketers who have jumped into a account based marketing. What about on the data side do you have relationships or you or would you would there be benefit for us to make a do that to you for relationships? We any we’ve got they do so possibly any data so one thing that’s very different from us verses of terminus than adroll and engagio is that we firmly believe that data is a differentiator so from the very beginnings of the company we have focused on building out our data you know billions of IP addresses massive millions of companies when we really continue that and expanded from pure IP address’ matching into cookie based targeting so that you can actually one improve your match rate or company based on specific is AI and stuff like that but also so that you can actually reach the individual within those accounts that really reach the buying committee which is one of those topics that I’ll be talking about this b2b marketing exchange but that’s actually having data as a specific asset and point of differentiation is what kind of separates us from you know terminus and adrole and engagio know who really have to rely either on their customers’ data or third-party outsourced that clear bit or kick buyer or bambura or someone like that. Have you been at any events lately I think the next I’ll go to the B2B MX in Arizona. Yeah yeah

with Andrew, Daphnie and those guys? Yeah yeah cool I will be there as well so we’ll be able to connect there. So would you would you be at booth thing where you guys are sponsor there? we are sponsor there so I’ll be a I think we’ve got a session so I’ll be doing one of the 20 or 30 minute sessions they’re so. Nice you have you have a topic? Topic I think it’s um something around ABM and how using ABM to target the buying committee of your key accounts or something like that but it’s also about just reaching you’re reaching the actual buying committee of the accounts that matter

Nice.