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Shownotes
In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results.
Best Moments
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Redefining ABM as a Strategic Lever Tyler discusses how ABM can shift from being viewed as a marketing tactic to a strategy that drives overall business goals such as upsells, vertical growth, and market expansion.
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Explores how aligning marketing, sales, and SDR teams ensures success by focusing on target accounts and shared objectives.
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Tyler emphasizes the importance of data in identifying high-value accounts and optimizing efforts for maximum impact.
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A deep dive into how AI tools enhance efficiency in research, personalization, and campaign execution while maintaining high-quality interactions.
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Highlights the importance of balancing automation with human-centric strategies to personalize communication effectively.
About the guest
Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the focus was on establishing growth marketing for the Strategic Industries segment, and at Terminus, leading strategic ABM initiatives. Additional experience includes positions at Quantum Workplace, Signal 88 Security, and Courtside Marketing. Tyler earned a Master’s degree in Management with a Marketing focus from Bellevue University and a Bachelor’s degree in Business/Sports Management from Buena Vista University.
Key takeaways
- ABM as a Strategic Lever: Reframe ABM as a strategic tool driving measurable business goals like upsells and new market expansion.
- Aligning Enterprise Teams: Connect ABM strategies to top company objectives, ensuring alignment across marketing, sales, and SDRs.
- Data-Driven Insights: Use analytics to target high-value accounts with the greatest revenue potential.
- Cross-Functional Collaboration: Strengthen team alignment through structured communication and project management.
- AI for Efficiency: Leverage AI tools to streamline account research, content creation, and campaign execution.
- Human-Centric Personalization: Maintain deep personalization by focusing on fewer, high-priority accounts.
- Smart Budget Decisions: Double down on marketing channels proven to contribute to pipeline and revenue.
- Team Buy-In: Engage sales leaders and SDRs to embed ABM into shared revenue strategies.
- Balanced Automation: Use automation for efficiency while preserving authentic, human-led interactions.
- Long-Term Relationships: Build lasting connections with key accounts for sustained growth.
- Iterative Improvement: Continuously refine ABM tactics using team feedback and performance data.
- Targeted Personalization: Scale personalization efforts strategically without sacrificing quality or impact.
Quotes
On Shifting ABM to Strategy:
“ABM isn’t just a marketing tactic—it’s a strategic framework that ties directly to enterprise goals like growth and expansion.”
On GTM Alignment:
“Success in ABM comes when marketing, sales, and SDR teams rally around shared objectives and prioritize the right accounts together.”
On Data Utilization:
“Data-driven insights aren’t optional; they’re the backbone of any effective ABM program, helping us focus on accounts that truly matter.”
Highlights from this episode
How can ABM be redefined as a strategic lever for businesses?
Tyler explained that ABM should no longer be seen as a standalone marketing initiative or just another campaign strategy. Instead, it should be embedded into the overarching business framework, directly contributing to key enterprise goals such as revenue growth, market expansion, and customer retention. He highlighted that this shift requires a mindset change, moving away from traditional broad-based outreach to a more precise targeting mechanism that focuses on high-value accounts. By tying ABM efforts to measurable outcomes like new revenue streams, cross-sell initiatives, or breaking into new industries, organizations can position ABM as a critical driver of business success rather than a siloed marketing effort.
What is the role of team alignment in the success of ABM?
Tyler stressed that alignment between marketing, sales, and SDR (Sales Development Representative) teams is not just important; it’s foundational to ABM success. He pointed out the importance of creating shared goals and ensuring that all teams are rallying around the same key accounts. Tyler discussed practical steps such as holding joint planning sessions, establishing clear responsibilities among teams, and using unified performance metrics to measure the success of ABM campaigns. He also mentioned that alignment ensures smoother workflows, reduces miscommunications, and creates a unified customer experience, allowing prospects to have consistent and relevant interactions across touchpoints.
How does data influence effective ABM strategies?
Tyler highlighted that data acts as the fuel powering every stage of a successful ABM strategy. He described how robust data insights help in identifying the highest-value accounts, understanding their pain points, and tailoring messaging to address their specific needs. Furthermore, Tyler explained how data can be used to track the performance of campaigns in real time, offering teams the ability to pivot if certain strategies aren’t delivering the desired results. He also spoke about leveraging firmographic, technographic, and intent data to uncover hidden opportunities and get a more comprehensive view of target accounts. According to him, data-driven ABM not only optimizes resource allocation but also ensures that teams are focusing their time and efforts on activities that have the strongest potential for ROI.
What impact does AI have on modern ABM practices?
Tyler detailed how AI has become a transformative force in ABM, enabling teams to operate at scale without compromising on quality. He explained how AI algorithms are used to analyze massive amounts of data, uncovering actionable insights about target accounts, from identifying purchase patterns to predicting future behavior. AI tools are also highly effective in automating repetitive tasks such as account research, content recommendations, and campaign segmentation, freeing up team members to focus on more strategic work. Tyler noted, however, that while AI brings speed and efficiency, it’s essential to integrate it thoughtfully. The human touch, he said, remains critical in crafting messaging that feels authentic and establishes trust with prospects.
How do you maintain the human touch in automated processes?
According to Tyler, while automation can handle workflows and volume, it’s the human element that ensures engagement resonates deeply with key accounts. He explained that maintaining the human touch means taking the time to understand the unique context of each account and crafting communications that are personalized yet natural. Tyler recommended using automation for the more mechanical tasks—like deploying emails or scheduling follow-ups—but leveraging human-driven insights for strategic outreach, such as calls, meetings, or highly personalized interactions. He also shared that the key lies in using automation as an enabler rather than a replacement for genuine, relationship-driven engagement.
How can teams optimize resource allocation for ABM?
Tyler emphasized the importance of being strategic with limited resources by focusing on proven channels and tactics that yield clear outcomes. He advised teams to conduct an audit of their existing campaigns to identify what’s delivering real impact and double down on those efforts. For example, if certain methods like webinars or personalized email campaigns consistently drive pipeline growth, then resources should be concentrated there rather than experimenting with untested or trendy channels. Tyler also recommended building a pipeline of high-value accounts that are worth deep investment, ensuring the return justifies the resources allocated. Good prioritization, he said, is a result of both strategic planning and ongoing experimentation.
What’s the key to creating long-term relationships with key accounts?
Tyler discussed the importance of nurturing relationships beyond initial campaigns or deals. He argued that the true value of ABM isn’t just in winning accounts but in building ongoing partnerships that deliver mutual value. This means staying connected with customers after the first sale, whether through insightful check-ins, providing value-added content, or introducing additional solutions that align with their evolving needs. Tyler mentioned that creating a partnership mindset—where the focus is on the customer’s success rather than just your sales goals—is critical to fostering loyalty and ensuring repeat business. Over time, these relationships become an asset for the organization, driving long-term growth and advocacy.
How can ABM strategies stay adaptable and relevant?
Tyler highlighted that ABM is not a “set it and forget it” approach; it requires constant iteration and refinement. He urged teams to stay nimble and responsive by regularly seeking feedback from everyone involved in the ABM process, from sales reps to marketing strategists. Performance metrics should be closely monitored, and lessons learned from past campaigns should inform future strategies. Tyler also suggested creating a culture of experimentation, where teams feel encouraged to pilot new ideas on a small scale before rolling them out more broadly. This iterative approach ensures that ABM remains aligned with the company’s changing priorities and addresses the shifting dynamics of the market.
Tech recommendations
Resource recommendations
Newsletters:
Podcasts:
Shout-outs
- Cristina Daroca – Senior Director, Head of Americas Marketing at Riverbed, recognized for her work in global Account-Based Marketing programs.
- Jesse Wu – Head of ABM at Autodesk, known for her expertise in global ABM strategies.
- Matt Steffen – Sr Manager, Strategic Account-Based Marketing at Okta, with a background as an insights analyst at Forrester, offering a wealth of knowledge in ABM and market analysis.
- Amber Bogie – Director, GTM & Account Based Innovation at GoTo noted for her contributions to ABM and demand generation strategies.
