Marcus LaRobardiere is the Senior Director of Marketing at NewStore, a omni-channel store solution to help Direct-to-Consumer (D2C) retailers. He is the head of Go To Market and Demand Generation. ‘Omnichannel’ is the blending of channels; for retail, there are no specific silos but a seamless customer experience. He describes it as a more wholistic approach, whether the customer is shopping online or in store. “A customer is a customer no matter how they shop.”
‘Account Based Marketing’ for Marcus is rather straightforward; it’s an aligned approach of marketing to a specific group of accounts that fit your ideal customer profile (ICP). Instead of targeting individuals, you broaden the scope to include their companies, taking into account different buying centers and decision makers at an organization that need to be included in the process. Inherently, decision makers and champions of the deal will bring in other departments to help shape and close a contract. Don’t overthink it, doing so will only slow down the process of acquiring and closing deals. By working with the Business Development Representatives, Marcus is able to layer content promotion and help keep a pulse on the customers to stay top of mind; this way, there is a smooth transition from the marketing team to the sales team, manually working and activating quality leads.
The tech stack can certainly aid how to leverage data while generating leads based on the ICP. While these tools can also enable you to scale your account based marketing, you can execute ABM without every single shiny tool. LinkedIn, CRM, Gmail, and Fedex (for direct mail) can be the bread and butter for great campaigns. You can only know which tools will work for you once you get going. This helps determine which type of approach (content, decision makers) you should take when engaging a company you want to work with. Capitalize on the wins and have patience.
This was only a high-level overview of our conversation with Marcus. Be sure to listen to the full episode! Thank you so much for tuning in to Season 7! We will be back with more incredible guests on Season 8, coming in July!