The Bare-Bones ABM Strategy That Doubled FYLD's Revenue

In this episode of The Marketing Front Lines, we speak with Brynne Hazzard, Director of Global Marketing at FYLD. FYLD provides AI-powered technology for industrial companies with dispersed workforces including utilities, construction, manufacturing, and oil & gas. Brynne shares her approach to global account-based marketing, explaining how her small but mighty team drives pipeline and revenue across diverse markets including the UK, Americas, and APAC. With a background at ABM platform Terminus and over a decade of marketing experience, Brynne reveals how she's built a streamlined, results-focused marketing operation that doubled revenue last year while maintaining a lean tech stack and intentional approach to content creation.

Topics Discussed:

• Building an effective global ABM strategy across diverse geographic markets
• Managing regional marketing differences between UK, Americas, and APAC regions
• Creating alignment between sales and marketing teams across global operations
• Implementing a minimalist marketing technology stack focused on results
• Leveraging AI tools strategically while maintaining authentic brand voice
• Scaling marketing operations with a small, high-performing team
• Balancing global marketing leadership across multiple time zones
• Developing deep customer relationships as a marketing leader

 

Lessons For B2B Tech Marketers:

• Focus on True Sales-Marketing Alignment First: Brynne emphasizes that true ABM requires complete alignment with sales on target accounts. "At its core, ABM is true alignment with sales," she explains. The disconnect between sales and marketing leaders is the biggest pitfall she sees in organizations attempting ABM.
• Simplify Your Tech Stack: Despite her background at Terminus, Brynne maintains an intentionally lean tech stack centered around HubSpot for both marketing automation and CRM. She advises marketers to avoid the trap of overcomplicating their tech stack, noting that "you can do a lot with a simple tech stack" and additional tools often become "time wasters."
• Research Target Accounts Deeply: For priority accounts, Brynne's team conducts extensive research, sometimes even incorporating aspects of the prospect's own marketing messaging into their campaigns. They investigate which organizations prospects belong to, what events they attend, and where they're engaging - creating highly targeted approaches.
• Continuously Validate Messaging: "Never sleep on messaging," Brynne advises. Her team constantly vets how their messaging lands in the market, almost on a weekly basis. She considers messaging validation crucial even though it's "regularly a heavy lift."
• Deploy AI for Administrative Tasks: Rather than replacing creative work, Brynne leverages AI to handle repetitive administrative tasks, freeing her team to focus on strategic and creative thinking. She also uses AI for market trend capturing and to train models on their specific brand tone.
• Build Direct Customer Relationships: Unlike traditional marketing departments, Brynne's team prioritizes direct relationships with customers - visiting sites, taking customers to dinner, and connecting with their communications teams. This approach provides valuable insights and creates stronger connections with executive decision-makers.
• Ensure Every Activity Drives Value: Brynne's advice to marketing leaders: "Thought leadership or classic marketing levers are great, but only valuable if they drive adoption, feedback, or revenue." This ruthless prioritization helps her small team focus efforts where they matter most.

 

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