CMO Insights – Peter Herbert, Vice President of Marketing, VersionOne

i

Written by Laura Yeste

January 4, 2017

Peter Herbert, Vice President of Marketing with VersionOne made the decision 18 months ago to transform how they did marketing and adopt Account Based Marketing (ABM). As a company they moved from a transaction model to one where they focused on the Global 2000 organizations that would use the company’s software to do enterprise wide transformation. As part of the VersionOne marketing transformation they employed ABM.

In Peter’s own words: “We’ve employed ABM to help us target our efforts more effectively, personalize [messaging] and have more success with our ideal customer profile.” When asked what the results of adopting ABM was, Peter replied “Our specific ABM effort where we went through the whole process to select accounts, get alignment with sales, change our marketing stack, and transition all of our campaigns to this new mode; we are about 6 months into it, we converted 20% of our top 100 accounts into pipeline, and we’re currently sourcing about two thirds of the new business.”

Other topics he addresses in this 15 minute video include the reasons why he made the switch to ABM, what processes had to change, what technology stack he adopted to help, and what metrics and KPI changes he had to make.

Peter Herbert has nearly 20 years’ experience in strategic marketing and corporate communications including demand generation, public relations, corporate product positioning, content strategy, and channel development for both global and emerging technology companies.

VersionOne helps companies succeed with Agile software development and they specialize in helping some of the largest organizations in the world scale agile successfully across their entire organizations and succeed with agile transformation.

Watch to learn how VersionOne marketing leveraged ABM to convert 20% of their top 100 accounts to pipeline.


You May Also Like…

REVTalks Masters: Ruben Varela

REVTalks Masters: Ruben Varela

In the new blog series, “REVTalks Masters” we sit down with a few of the speakers from our upcoming event, the REVTalks and dive into their stories to help you with your journey to revenue marketing.

read more
REVTalks Masters: Elle Woulfe

REVTalks Masters: Elle Woulfe

In the new blog series, “REVTalks Masters” we sit down with a few of the speakers from our upcoming event, the REVTalks and dive into their stories to help you with your journey to revenue marketing.

read more

Marketing Operations

Increase efficiency. Remove roadblocks.

Customer Experience

Wow Your Customers

Lead Management

Accelerate Leads to Revenue

Digital Transformation

Turn Strategy Into Action

Martech Stack

Does your MarTech Stack … Stack Up?

Inbound Marketing

Right Channel, Right Message

Account-Based Marketing

Accelerate ABM Success

Flexible
Options

Four options. One result: Greater marketing-sourced revenue.

Marketo Engage

Marketo Platinum Partner

Pardot

Accelerate Leads to Revenue

Salesforce Marketing Cloud

Salesforce Certified Silver Partner

Salesforce CRM

12 Years of Integration Experience

Partners

Additional Technology Platforms

Oracle Eloqua

Oracle Platinum Partner

Adobe Experience Manager

Provide world-class experiences

Revenue Marketing University 

Training for marketers of all skill levels.

F5 Logo

F5 Network's Case Study

How a Network Security Giant Unified Global Marketing Operations

F5 Logo

Rackspace's Case Study

How a Cloud Solutions Provider Unifed And Expanded Global Marketing Capabilities

F5 Logo

GE's Case Study

How a Global Leader Drove Transformation At Scale

TraceLink’s Case Study

How a Supply-Chain Solution Provider Built Crucial Capabilities For Revenue

Xylem's Case Study

How a Global Water Solutions Company Nailed Marketing Automation To Win

Gilbarco Veeder-Root

Gilbarco Veeder-Root's Case Study

How a Global Fueling Leader Transitioned To Win

Telecomm Case Study

How A Multi-Channel Inbound Strategy Achieved A 600% Increase In ROI

A credit card, representing a Fortune 100 client of The Pedowitz Group's

Financial Services Case Study

How a Fortune 100 Credit Card Company Closed The Loop On Revenue

Resource Hub

Read, Watch and Download

Trending Topics

Our Most Popular Content

Blog

Our Latest Articles

CMO Insights

Hear From Industry Experts

Get Timely Insights

Take an interactive assessment and get immediate results

About TPG

How are we different? Get to know us a bit better!

Careers

Learn more about working here

Case Studies

See real results from customers just like you

How We Work With You

How can we help you?

Partners

Learn about some of our Partners.

Introducing: The Loop

 

Revenue models are outdated. Here’s your update.

About TPG

How are we different? Get to know us a bit better!

Careers

Learn more about working here

Case Studies

See real results from customers just like you

How We Work With You

How can we help you?

Partners

Learn about some of our Partners.

Introducing: The Loop

 

Revenue models are outdated. Here’s your update.