We are all living in chaotic times and feeling like we have zero control over anything. With everyone working from home and worrying about their careers, there is something we can control: our professional development.
I want to share my story to encourage you to take steps to invest in your professional development now to prepare for your future.
When I first learned about Account-Based Marketing (ABM), it seemed like another niche marketing strategy. What I didn’t realize was that ABM was more than a niche marketing strategy; it’s an incredibly valuable go-to-market business strategy. Once I grasped the opportunities of ABM, I dove headlong into becoming an expert, enter the Demandbase ABM Certification program.
The 2019 ABM Innovation Summit is where my certification journey began. Along with fellow B2B marketers, we dove into learning the ins and outs of ABM and becoming prepared to help our respective organizations to drive more significant growth. Once I had kicked-off my ABM training, I knew it was time to put those learnings into practice.
As we were setting up the pilot program, critical nuggets of information from the certification and product training offered by Demandbase helped me to execute our program.
For instance, the ABM Certification program helped to provide strategies on how to bring Marketing and Sales together, how to utilize account intelligence to select the best accounts for the pilot, and how to benchmark and measure the pilot’s success with key ABM metrics.
Needless to say, the Certification program and the Demandbase ABM Platform were key elements in my toolbox.
For instance, I shared my insights on coming from a program that was purely targeting net new prospects but was able to gain insights from others who had success from implementing ABM for upsell targets. This network we built continues to be valuable, staying in touch via LinkedIn and other Demandbase events.
Side note: Upon the completion of the Demandbase certification, I published the badge on my LinkedIn profile and was recruited by my current company, Mimecast, to join them as the lead ABM expert.
These are chaotic times, but investing in your professional development will put you in a better position now and in the future. Take my word for it and be an advocate for your own growth. Be well!
This article first appeared in martechseries.com on April 20, 2020.
Stephanie is an Expert Certified Demandbase ABM Strategist and Account-Based Marketing Manager at Mimecast based in Massachusetts.
At Mimecast, Stephanie develops the ABM strategy for the US, UK, and South Africa regions. This includes collaborating with sales on building account intelligence, selecting the key ABM targets, executing the regional plans in collaboration with field marketing, and crafting targeted ABM campaigns, which include social, display, direct mail, and more.