PERSONALIZATION STRATEGIES

RingCentral Goes Up-Market

With Hyper-Personalized

ABM Plays

ABM MESSAGING

Marking The Sweet Spot:

How 6sense Doubled Pipeline

With Direct Mail

ABM ANALYSIS

A Discussion With

SiriusDecisions’ Bob Peterson:

‘Successful ABM Programs

Are Truly Cross-Functional’

VOLUME 05, ISSUE 02

Shutterstock Boosts Engagement By 20X With SDR-Powered, Highly Personalized Omnichannel Strategy

Better Together:

Executing an effective ABM strategy

equires carefully matching target accounts

with their relevant buying committee

members and impactful programs or

solutions. Having the ability to deliver

highly tailored account experiences across

multiple channels and via both marketing

and sales touchpoints is critical to success.

RingCentral, a provider of global

enterprise cloud communications and

collaboration solutions, figured it out in a

move-up-market and was able to engage

80% of their target accounts, which

included C-level decision makers from

Fortune 500 companies.

During his presentation at the B2B Marketing Exchange in February 2020, Adam Romanowski, Director of Account-

Based Marketing at RingCentral, shared

his ABM journey with the audience and

how he and his team tackled two key

challenges: brand recognition and limited

resources.

RingCentral Goes Up-Market With Hyper- Personalized ABM Plays

PERSONALIZATION STRATEGIES

14 ABM IN ACTION

“When I joined RingCentral in 2018, the

company was really focused on trying to go up-

market,” said Romanowski. “We needed more

pipeline in the up-market so that was the main

task … My role and my team’s role at RingCentral

is to drive organizational alignment to select

target accounts and execute personalized

and integrated programs in order to drive

engagement, pipeline and revenue.”

Watch RingCentral’s story in the video below

and learn how the company built their strategic

ABM program leveraging Folloze, a personalized

B2B marketing platform, and featuring tight

orchestration between marketing and sales.

15ABM IN ACTION

Klaudia Tirico, ABM In Action @klaudiatirico

CLICK THE VIDEO ABOVE TO VIEW

ADAM ROMANOWSKI, RINGCENTRAL

https://www.ringcentral.com/ https://www.folloze.com/ https://twitter.com/klaudiatirico https://vimeo.com/398091409