#WCW Chatting ‘Bout ABM with Elle Woulfe at LookBookHQ

May 24, 2016 Nikki Nixon

#MarTech-Women-#WCW-Marketing

Elle Woulfe is  self-proclaimed “marketing nerd” and the VP of Marketing at LookBookHQ. She joined the company only a year ago, but don’t be fooled, she is a #MarTech guru. She previously worked with other MarTech companies including Eloqua for four years and Lattice Engines for three. Elle is currently the only American employed by LookbookHQ which is based out of Toronto, Canada.

Here are some fun facts to get to know her better:

Favorite book?  “Well, since I studied English in college and I am a voracious reader, this is a tough one for me. I don’t do non-fiction, so I would have to go with Midnights Children, For Whom The Bell Tolls, The Remains of the Day, and A Little Life.”

Top marketers you look up to? “Quite honestly, I look up to marketing professionals who were mentors of mine. I look up to Brian Kardon, CMO of Fuze, he is the yin to my yang. Jim Williams, who is the VP of Marketing at Influitive, who helped me learn how to use the left side of my brain as much as the right. Doug Sechrist, VP of Demand Marketing at Infusionsoft, who is the most scientific marketer I have ever met. I also tend to take a lot of inspiration from people who don’t work in marketing like the Astronaut from Space Camp.”

Dream Job Other Than Marketer? “Professional ice cream tester or travel writer? If those were real jobs.”

Check out the full interview here:

Here are my favorite takeaways from my time with Elle Woulfe:

Everybody’s Doing #ABM

LookBookHQ is a contact marketing automation platform focused on helping other marketers get people to engage with more contact every time they click. They also give marketers in-depth behavioral data used to track the content someone engaged with.

Their ABM strategy is using a small segment of the inside sales team to focus only on target account cultivation. This small ABM team is constantly trying to build a strategy to penetrate accounts from an outbound perspective.

“I think that everybody is doing account-based marketing in some way, they just may not be calling it that,” Elle explained. “Every company understands who they are successful in selling to and then applies those resources and efforts toward target accounts.”

Elle goes on to define LookBookHQ’s unique take on ABM as “horizontal demand gen”. The market for contact-marketing automation has to be expanded and a category has to be built, so some of the traditional lead-based funnel is in place. She says that they have to create content and put a lot of things into the universe so that companies will understand who they are and what they are doing, but account-based marketing is still being used.

“We track our marketing-sourced and sales sourced funnels separately,” Elle explained. “The sales-sourced funnel focused on target accounts converts down the funnel three times better than horizontal marketing sourced funnel.”


Everybody’s doing #ABM in some way, they just may not be calling it that. – @ellehwoulfe @Terminus
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How LookBookHQ’s Produce Does ABM

The LookBookHQ software facilitates account-based marketing by helping customers create targeted micro-campaigns. The platform helps companies create individual landing pages or microsites for specific accounts to really see at-scale what each customer is interested in. They also inform the sales team of real interest and intent on exact content.

“I think that this is one of the coolest things in ABM right now,” Elle said. “Technology, like LookBookHQ, allows marketers to do things at scale like they haven’t ever been able to do in the past.”


Technology like @LookBookHQ @Terminus allows #B2B marketers to scale w/ @ellehwoulfe
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Breaking Through the Noise

With so many MarTech companies emerging, breaking through the noise and having a presence in the MarTech community is something that is difficult for many startups. Elle was able to shed some light on the way LookBookHQ is able to stand out among the rest.

Creativity is the secret. It is important to remember that all buyers are people, being clever and creative really goes a long way with a customer. Every little touch matters when marketing, whether you are sending an email or promoting via social media, you are trying to gain permission to market to that person. When the permission is given, people will pay attention if the message is unique and stands out to them.

Something that makes LookBookHQ different is their approach to grab the emotions of the customer. They build campaigns and themes to be funny or provocative to drive customer engagement.

Another piece of advice Elle gave is to have less focus on analytics and more focus on marketing. Especially if you sell to marketers, you have to leverage marketing as a discipline. If you want to see good performance from your marketing, it has to be great marketing. You may fail and the analytics may prove that, but failure is a part of the success. You have to push the limits and challenge the status quo to create an awesome outcome and standout among the rest.


All buyers are people. Being clever & creative goes a long way w/ customers. – @ellewhoulfe…
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Get S**t Done

Elle says that the best advice for any new CMO is that no executive has the luxury of time, so you just have to get stuff done. Her mantra is “done is better than perfect,” because when working in marketing, you have to prove yourself and be willing to get stuff done quickly.

In her first couple months at LookBookHQ, she cranked out a new website in six weeks to prove herself and prove her willingness to get stuff done. She says that operating with a sense of urgency is the best thing you can do as a new CMO.

Another tip that Elle shared is that she dedicates 100% of her success to the awesome team she hired. As a new CMO, you can’t afford settle with B or C talent, you have to surround yourself with people who are better than you at the things you are the weakest at. Hiring is a full-time job and even when you don’t plan to hire anyone else, keep that door open for someone great who may come along.

Take a chance on people you feel could be a great asset, she advised, as breaking the status quo could be one of your best moves as a CMO.


Tips for a new #CMO, work with urgency and hire an awesome team. – @ellehwoulfe @Terminus
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Elle is an amazing marketer who has a ton of experience and knows her stuff. What else would you like to know about her or LookBookHQ? Tell us in the comments.

The post #WCW Chatting ‘Bout ABM with Elle Woulfe at LookBookHQ appeared first on Terminus.

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