At 6sense, we know not every company’s journey to ABM is the same. There are bumps, hiccups, and even screw-ups. More importantly, there’s not one ABM strategy that works for everyone. But done right, ABM can work for anyone.
We sat down with Andrea Feldman, Director of Field Marketing at BluJay Solutions, to talk all things ABM. As an international supply chain solutions provider, BluJay has a unique implementation journey, starting with its European market before rolling out to the Americas.
From Guessing to Knowing
Prior to bringing in 6sense, BluJay’s marketing strategy was primarily batch-and-blast. “We would market our message to large groups of people and companies and react to what stuck,” Andrea said. And as many marketing veterans may know, this kind of strategy can be frustrating, inefficient, and expensive. But with 6sense, BluJay has an intuitive platform where metrics and measurable outcomes guide decisions, not just guesswork.
Since adopting 6sense, BluJay has bridged the gap between the sales and marketing funnels, bringing together previously siloed functional areas under a comprehensive ABM strategy. BluJay’s global presence added an additional layer of complexity to marketing and sales alignment, with revenue teams all over the world, often working out of sync in different time zones. As BluJay’s champion of ABM, Andrea brought together these disparate players, using concrete data and metrics to prove why BluJay needed to implement a strong ABM strategy. “The traditional ways of marketing like batch and blast, specifically email, are going out of style and ABM is quickly coming to the forefront,” Andrea said.
A World Away
A global marketing strategy rollout brings its own challenges, but ABM, in general, was new for BluJay. Unique to many of 6sense’s customers, BluJay piloted and initially implemented the platform in European regions. Andrea and her team found that transparency and communication would be key to make ABM a success. “We had to ask ourselves, ‘what are the focuses for each specific region?’” she explained. To bring those regional focuses into the forefront, they quickly realized field sales, account development and field marketing needed to work transparently and on a consistent basis.
Quality Over Quantity
6sense’s ABM orchestration platform has quickly become core to BluJay’s marketing and sales strategy. With 6sense’s segmentation analytics and campaign modules, BluJay can better segment their target markets and understand what’s resonating with that desired audience. “We really wanted to start [our ABM strategy] from a brand awareness perspective,” said Andrea. “Brands we were targeting didn’t know who we were. If someone doesn’t know you, they’re not going to give you their [information].”
Since bringing in 6sense, BluJay’s website has reached over 6,300 accounts. Due to the nature of their industry, Andrea and her team strive to focus on the information and content wants and needs of their targets. Andrea did hear concerns that ABM carries a stigma of being too targeted at times, but with key metrics in tow, she believes all stakeholders will buy into the ABM way.
A Partner in ABM
BluJay has found favorable outcomes with the 6sense platform by starting small and not being afraid to dig in where they see success. Like many of our customers, Andrea is shooting for continued close work with 6sense to develop both their organizational strategy and the 6sense platform as a whole. To that end, Andrea and her team have been working directly with 6sense to build better regional domain partners. Andrea said, “We’ve already seen changes in the platform based on our feedback.”
BluJay is currently budgeting to onboard 6sense predictive tools in the near future and expand into their Asian markets as well. “It’s been 6 months and it feels like we’re not even scratching the surface of everything we can do with ABM.”
Learn more about how our customers use the 6sense platform to uncover demand and prioritize action in the age of account-based buying.