Scaling Microsites Globally

✏️ Takeaway 1 — Build an ABM Center of Excellence to Scale Impact

Starting from scratch, Noa built close relationships with Account Executives (AEs) and focused on building a reputation with key accounts. Once she had proven winning plays, she formed a center of excellence around ABM assets, which aimed to support go-to-market functions regardless of location or language, democratizing access to ABM.

Now, her ABM center of excellence boasts a 90% adoption rate among her sales colleagues, leading to an accelerated deal funnel.

✏️ Takeaway 2 —Scale Personalization For Hundreds Of Accounts

The idea of personalizing your content for each account sounds great, until you‌ actually need to create and maintain these web pages. Noa started by initially creating microsites manually but quickly realized the need for a scalable solution.

Now, using Mutiny, Qualtrics can now personalize microsites at scale by product suite, language, use case, and buying stage, including personalized videos, for hundreds of their key accounts.

"Imagine a unique message for every single account," says van der Stam. "That's the power of ABM personalization."

✏️ Takeaway 3 — Integrate ABM into Existing Sales Workflows

"I never want to add work on top of their already really busy schedules and everything they're working on," explains Noa. "I wanted [ABM] to fit seamlessly into their workflows, into their processes, into their thinking."

Noa's team does this is by plugging ABM tools and assets directly into the platforms reps use every day, like Salesforce and Outreach. They also set up automated Slack notifications that ping reps in real-time when their target accounts engage with marketing content, allowing them to follow up and add value.

By bringing ABM to where reps already work, Noa makes account-based marketing feel like an organic, frictionless part of the sales motion.

To learn more modern ABM tactics and strategies direct from the source, be sure to check out the rest of the ABM MBA classes. These short, highly actionable sessions will give you an under-the-hood look at how the best ABM organizations are run, and frameworks you can use to get to that point, as well.

Check them out here.