Mark Huber Breaks Down Campaign Success and Fine-Tuning Your Marketing

Summary

In this episode of Real ABM our guest is the Director of Growth at Metadata.io, Mark Huber. Mark flips the script when it comes to ABM. From Mark’s perspective, ABM is a technique used to contribute to the bigger picture associated with demand generation.

Based on experience, Mark relies upon the crawl, walk, run method of account-based marketing. Essentially, ABM is a combination of layers that get more personalized as you introduce more complexity. Mark believes the main difference in his approach is to show the customer not just how they can be a client of Metadata, but how Metadata can actually help them.

During the conversation, Mark spends time talking about variables of success for marketing and advertising, identifying potential customers, and creating a higher contract value throughout the funnel. Mark also covers the real value of direct mail and how to maximize its success within an ABM motion.

“If you’re looking for this platform to solve your problems, it’s not going to work. Like you have to have a plan and a process in place, and then look for the tool to enable that.”

– Mark Huber

Key Insights

Mark recalls his most memorable ABM experience and talks about a very unique gift he received. As a prospect, Mark received a personalized hockey keypad with a photo of him (as a kid). The whole process blew him away. According to Mark, these are the kind of campaigns that really leave an impact and create those personal moments within an ABM strategy.
The target account list is crucial to the success of your ABM strategy. According to Mark, it takes time to work through the target account list and ensure it's aligned across the different teams. The best way to get to a solid list is by looping in sales, obtaining feedback, and then adding layers of intent to determine the likelihood of a sale. Based upon Mark's experience, a carefully curated target account list can make or break your quarter.
Due diligence and research are very important factors to the quality of your target account list. Mark suggests that teams workshop the language/messaging and determine the impact you want to have on your customers.

Major Takeaways

Nick Bennett

Co-host

Mark and his team have found the sweet spot for the crawl, walk, run method. When you get to the point where you can run, it can be difficult to still have the feel of the one to one interaction. Giving the campaigns a customized, premium feel and getting creative to create those memorable moments are what help you scale but still have impact.

Pete Lorenco

Co-host

I’m a fan of Mark and what Metadata is doing despite their small team. He provides practical insight into the foundations of building an ABM motion and then executing against it effectively. Looking forward to picking his brain more about the untapped potential of ABM using Youtube as a channel.

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Real ABM is a video podcast series for B2B marketing professionals who are looking to use ABM strategies to drive revenue. In each episode, we cover specific ABM plays and remove the b.s., fluff, and vendor subliminal messages. By tuning into the ABM Series, you’ll learn how to develop a custom ABM strategy, implement specific ABM tactics and standout as a marketer by generating revenue for your company.

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