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Workshop

ABM Deep Dive:
Account Journey Mapping

Coming January 2025

Join Martechify’s community journey mapping sessions to learn step-by-step processes for identifying key accounts, meeting information needs, and moving through buying stages.

These hands-on live sessions will be conducted in Miro where Martechify members will collaborate to create an end-to-end account journey.
Express your interest >

Workshop

ABM Deep Dive: Account Journey Mapping

Coming January 2025
Join Martechify’s community journey mapping sessions to learn step-by-step processes for identifying key accounts, meeting information needs, and moving through buying stages.

These hands-on live sessions will be conducted in Miro where Martechify members will collaborate to create an end-to-end account journey.
Express your interest >

Overview

Martechify’s ABM working sessions are designed to be both educational and practical. Participants will collaborate with facilitators and each other on Miro, a virtual whiteboard. Together, the Martechify community will work through a series of exercises to build foundational elements for an ABM journey, then plug them into an end-to-end journey template. Participants can share their ideas and learn how to construct their own journey maps. Sessions will be recorded and posted on Martechify for ongoing access.

Discussion themes:

  • Use an ICP as a yardstick for key account selection
  • Select the story arc for an account journey
  • Identify buying group personas and their individual information needs
  • Select messages, content, and channels for each persona at each stage
  • Construct an end-to-end journey map and pilot plan
  • Orchestrate, measure, and expand ABM programs

Meet the facilitator

Lorena Harris

Lorena Harris

Senior ABM Consultant

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After decades of VP-level SaaS marketing experience, Lorena assembled an effective ABM journey mapping process to help teams build journeys from templates. That process now includes virtual whiteboarding and AI assistance, and has been fine-tuned in dozens of engagements.

Preview the playing field

Miro is a virtual whiteboard that allows all participants to access the board and contribute. Moving through the journey, participants will be able to provide input with sticky notes, comments, emojis, or uploaded images. Martechify community members will be collaborating while discussing the exercises, organizing inputs as a framework for future templates.

Examine the exercises

Step #1: “Incorporate” as a SaaS company, identify an ICP, and use it as a yardstick for key account selection and tiering.

Step #2: Identify a Tier 1 account’s pain points and needs, constructing a story arc that leads to our solutions.

Step #3: Identify the titles of the logical buying group and its likely members, selecting one or two as primary personas.

Step #4: Consider the most relevant message, offer, and CTA for each buying group member at each stage of the buying journey.

Step #5: Select specific content and channels for each communication.

Step #6: Complete the journey map by identifying opportunities for orchestration, personalization, and measurement.

Save your seat at these hands-on live sessions to collaborate with other Martechify members and create an end-to-end account journey.

Register now

January 2025

Workshop

ABM Deep Dive: Account Journey Mapping

Sign up for our series of ABM working sessions. We’ll confirm you for the January session or the next available slot.

Overview

October 19, 2023 — Michelle Hagen Slade of Dodge Construction Network, Christina Pedison of Pizza Hut, Joyce Schofield of The Container Store, and Rich Herbst of Ascend Marketing discussed how data, technology, and a focus on the customer journey can help improve omnichannel customer experience.

Featured Experts

Michelle Hagen Slade headshot

Michelle Hagen Slade

Senior Vice President Marketing

Dodge Construction Network

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Christina Pedison headshot

Christina Pedison

Media Manager

Pizza Hut

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Joyce Schofield headshot

Joyce Schofield

Head of Product & User Experience

The Container Store

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All Martechify Experts >

Meet the Experts

Michelle Hagen Slade

Senior Vice President Marketing, Dodge Construction Network

In her current role as Senior Vice President Marketing for Dodge Construction Network, as well as previous executive positions in marketing and product management, Michelle leverages her passion for using modern technology to build and market products of all types. She welcomes the challenge of marketing a new offering or service, quickly articulating differentiated positioning, developing clear product road maps, and inspiring a cross-functional team to bring the vision to life. As Founder and CEO of Tandem Theory marketing agency for over six years, she specialized in leading digital transformation for clients using martech-enabled channel-integration efforts, including channel-agnostic content strategy, cross-channel communications (paid and owned media), omnichannel CRM, email marketing and other data-driven methods to optimize campaign performance and grow revenue. 

Christina Pedison

Media Manager, Pizza Hut

As Media Manager for Pizza Hut, Christina oversees national paid media and media partnerships — a role that’s heavily rooted in channel integration and brand activations across online and offline platforms. Her passion for creating 360-degree campaigns shines through Pizza Hut’s marketing strategy, including the recent high-profile brand partnership with the latest Teenage Mutant Ninja Turtles (TMNT) movie, Mutant Mayhem. Pizza Hut x TMNT co-branding was brought to life across various consumer experiences—including events, packaging, media and even incorporating Pizza Hut into the movie itself. Before joining Pizza Hut, Christina held several National Media roles at Belmont Ad Agency, Travelocity, TM Advertising and CBS. 

Joyce Schofield

Head of Product & User Experience, The Container Store

Described as customer-obsessed and passionate about “all things digital,” Joyce strives to create simple yet powerful brand experiences that inspire moments of “wow” for consumers. Bringing 18+ years of product leadership in the digital space to her role as Head of Product and User Experience for The Container Store, she built the Product and UX organization from the ground up while leading her team through delivery of impactful product initiatives across all aspects of technology, including eCommerce, Mobile App, Stores, Supply Chain and Logistics. She loves helping teams realize their full potential and scale their impact by leading with intentional coaching and mentorship. A strong advocate of leveraging data and analytics to drive decisions, her expertise in helping organizations unlock value through strategic thinking and results-oriented execution spans multiple companies and industry verticals. 

Related Resources

New to this topic? Find helpful external links below.

Forbes

Online-To-Offline (O2O) Could Revolutionize E-Commerce Business

Read More >

Digital Doughnut

CDPs & MAPs – Working Together to Deliver Seamless Customer Experiences

Read More >

Forbes

Marketing's New Mission: Deciphering Customer Intent
 

Read More >

More MarTech Resources >
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