Okay, let's try it. Okay. All right. Hello, black screens in the way. Whatever. Schedule. Can we see it here? Yes. Okay. So, presentation ABM for cm. Building customer marketing. Don't don't take that title on anybody put it on a cape. I want to have that as my working conference title for this season. So after that it's all yours but building customer marketing, the real meat and potatoes of ABM, right we've, we've probably Googled at or heard what the strategy is, but I really want to dive into how you make it work for your organization and the ways that you can identify if it's even going to work for what your initiatives are, what you need to have in place in order for it to be successful, various ways that you can integrate it into your overall customer marketing plan. And then I got a request from yesterday's presentation to share some low tech or no tech options since we know customer marketing doesn't always get the budget that we need to be able to implement some of these things. So making the case for ABM ABM, those of you that haven't heard of it before Account Based Marketing, it is a strategy that really dives into the the needs and the values of one organization or a group of companies that that you're speaking directly to that pain point and how you solve it. customer marketing, right, some of the benefits we already know or should know our customers, right? So you've already got some of that built in Intel. Cuz ABM really requires strong alignment with customer success and sales and marketing and ops, which in a successful customer marketing role. You already have that built out or it's a goal that you have to strengthen those relationships. So a lot of overlapping me there. You're you're already really good at personalizing the message, whether it is the the type of individual you're speaking to or whether it is the type of industry that company is in right. We're already tailoring a lot of that messaging to our customers based off of those segments. The current demand for customer growth, right we're in we're in a space that net new is getting harder and harder to come by. And so companies are leaning more on us as customer marketing, to keep customers happy and to grow. So being able to use an ABM strategy to do that is is an excellent way to streamline some of your processes, and then the ability to scale. So we are all quite adept at needing to talk to our full customer base all at once and still making it feel personalized and being able to get to those pieces quickly. So ABM really lines up well with a lot of our standard customer marketing lotion. So solid foundation, learn from my pain you need to have good and dare I say updated account level data. So whether you're looking at your NPS scores, if you're in a platform, you know, how much are they using of that platform how many of their users log in any sort of account metrics that you can identify sales information, right, who was involved in the buying committee the first time and where did it go? Right did was the procurement process and nightmare or was it super streamlined? Is it you know, if you're in the SAS space, is the buying committee, ultimately the IT team or is it the end users? Any of that information can be super helpful when looking at how you target expansion, cross sell upsell conversations with your customers. Also, knowing where they're at, in their customer journey needs to be something that you can query whether they are onboarded who are a longtime customer that that is an important segment you need to be able to capture and knowing what their goals are. Why did they why did they choose your company or product? What were the values that they hold as an organization that they were hoping to realize with bringing you on having that data in a way that you can slice and dice it is going to make ABM plays much, much easier. So if you don't have that yet, start those conversations with your ops. Team with your customer success team with your sales teams, the start having that built out so that you know about the customer health you know about the groups of customers that all pains you to solve XYZ and and maybe they haven't solved it yet right implementation and sometimes takes longer depending on what your product or industry is. So having those pieces will help you run successful campaign. And then, after you do that it's really important to have alignment on what the goals are. You know, I think in customer marketing as a whole but certainly an ABM, you can turn into an order taker pretty quickly. So ensuring that they know what an Account Based Marketing Campaign is why you would want to segment based off of persona or based off of account health. Where that result data will live. I'll get to the tech stack in a bit. But oftentimes, you know our campaigns have results in in various platforms. So making sure that they know cuz they're gonna want to know, right, it's their customer. You know, especially your account team, they're gonna want to know that you're not bombarding or selling a relationship and sales is going to want to know the second they can jump on it to get the clothes right. So having all those expectations set up. And the other piece, having the communication open for them to lob you leads as well. So making sure that they understand it so that if they see that, you know, the the account director comes off a call and says wow, like they they said they were bragging to their co worker and their co workers struggling with a different a different product or whatever. Having that open dialogue and that intentional space where they can give you those is going to help streamline some of the the tug and pull of identifying campaigns. An Attribution is a huge one in customer marketing, in any marketing right, identifying what your organization expects, of these cross sell and upsell campaigns. And when when you get credit, right, you want to make sure that your work is is being displayed correctly, especially with customer accounts, right? They might be adding in additional user seats. That doesn't look like you a new product, right? It's not a cross sell or upsell technically depending on how your organization views it. They might be coming up on on a renewal and your hard work got them to buy a new product that gets rolled into that renewal camp or opportunity instead of in a separate one right so having those ties in place. So that Oh, yes, Mary. Sorry.