Account-Based in Professional Services | Casey Foss - CMO at West Monroe Partners

TalkingSense

#CMO #ChiefMarketingOfficer #martech #ABM What’s the secret to 25% annual revenue growth? CMO Casey Foss knows. Latané Conant, CMO at 6sense, asks West Monroe Partners CMO Casey Foss to share her secrets for marketing success, including: -Using account-based marketing (ABM) in professional consulting services -Finding the right ABM martech partners -How digital marketing metrics drive digital sales success -Using intent data to segment the sales funnel for revenue team success -Why the right culture matters as much as the right people ======== Sneak preview: Casey Foss: I know, before a buyer raises their hand, what they're looking at, what they're searching for on my site, on other sites. And what we've started to do is package that holistically with everything else. “Oh, by the way, they're also surging on these topics or they're thinking about these issues, let's reach out to them,” or, “Let's nurture them,” before we even approach the line or the business developers. Latané Conant: And I think professional services, when you have people that are day in, day out shoulder to shoulder at an account with a client, you rock in with your data on what they're researching, and it might feel like, “How do you know my client better than me?” So can you explain how you've organized and coached your team to bring the data, not just 6Sense data, but all the data that you've talked about in a collaborative fashion that doesn't feel like, “You're kind of encroaching on my account or my space,”?