Martech Fireside Chat

Martech Fireside Chat: Melanie Chapman, Jellyvision

Melanie Chapman - Director of Customer Marketing & Strategic Communication, Jellyvision share tips on account-based based marketing, digital growth, personalization & more.

Diana Daia
October 21 · 6 min read

I’ve had the pleasure of hearing Melanie Chapman's talk at this year’s Marketing Nation Summit / Adobe Summit in Las Vegas. Get her insights on ABM, personalization, and proven growth tactics from Jellyvision in this Martech Fireside Chat.

You’re an account-based everything advocate. What advice would you give to fellow marketers to drive more impact with ABM?

You can’t do everything at once, so focus on what’s not working. What marketing channel isn’t converting well? What segment of the market are you struggling to convert? What part of your sales pipeline leaks? Good account-based marketing takes resources, insights, and time, so be thoughtful with where and when you invest.

One of the hot topics for marketers right now is personalization. How would you advise marketers that want to get started? What are the low-hanging fruits?

Timing. People don’t want to hear about your offering when it’s convenient for you, the seller; they’re only interested when the moment is right for them. What signals that it’s the right time to talk to a prospect will differ from company to company, but one of the consistent indicators of good timing is change. People are more receptive to changing their purchasing habits when they’re going through a big life change, like becoming a parent or buying a house. Or, in a B2B context, when they’ve started a new job or their company is going through a merger. Something as simple as setting up Google Alerts for the companies on your target list can put you in front of the people who are willing to listen.

People don’t want to hear about your offering when it’s convenient for you, the seller; they’re only interested when the moment is right for them.

What are the high-level lessons that you’ve learned about scaling ABM marketing at Jellyvision and from your overall experience?

Start small, test new ideas, and measure everything. Be optimistic about what can work, and pragmatic about what does. And don’t be afraid to scale back. Success is rarely a straight line up and to the right. You’re more likely to find success and failures along the way, and it’s far better to admit that your bets haven’t paid off and test out a new approach then to keep sending good money after bad because you feel like you have to keep growing at all costs.

What are 3 growth tactics that you find meaningful when it comes to driving a successful marketing strategy?

1. Show empathy

In your messaging, focus more on demonstrating that you understand their customer and their needs vs. talking about what your product delivers.

2. Use reciprocity

If you give something—and that means a real gift, not a free eBook—your customer is more likely to be willing to say yes when you ask for a meeting. Combine this tactic with empathy—a gift that shows you get it—and you have a winning marketing campaign.

3. Understand not only your customer but your sales team.

Your sales team is a customer of marketing, and to be most helpful, you need to learn about their pain points and challenges. Solving their problems—say, too many meetings where the prospect no shows—will ensure that you meet your goals as well.

It’s important to not just collect data but to take the time to meaningfully reflect on it and translate those insights into action.

As digital marketers, we are privileged to have a lot of data at our disposal. What is a big challenge for organizations in regards to data management?

Being purposeful about taking the time to analyze that data. I’m guilty of opening reports for 5 seconds and then moving on with my day. It’s important to not just collect data but to take the time to meaningfully reflect on it and translate those insights into action.

Could you name one trap marketers are currently facing?

Too much tech. Just because there’s a tool for everything doesn’t mean you need a tool to get the job done. Before making a tech investment, see what you can do under your own steam. You can always evaluate tech again if you find you need it to scale.

Just because there’s a tool for everything doesn’t mean you need a tool to get the job done. Before making a tech investment, see what you can do under your own steam.

What are the 3 metrics you can’t live without in your work?

Opportunities, pipeline, and revenue. We have a super-smart marketing attribution model that allows me to see the impact campaigns are making in the context of broader revenue team activities.

What are the tough truths that we don't talk a lot about in the analytics & martech ecosystem?

There is no silver bullet. The best martech won’t make your campaign successful if you aren’t doing a good job at communicating why customers should care about what you’re selling. Always remember that even the coolest features are there to enable you, not as an ends to themselves.

The best martech won’t make your campaign successful if you aren’t doing a good job at communicating why customers should care about what you’re selling.

If you were to predict 2020’s biggest marketing trend, what would that be?

An increased focus on reaching everyone involved in making a buying decision. In the B2B space, we’re finding that more and more people are influencing a deal. Marketing needs to do a better job of getting in front of those people, from producing relevant content to leveraging tech to meet them where they are.

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