In this episode Maximizing B2B Revenue: Smarter ABM with an Optimized CRM, i’m joined by Lori Thomas, founder and CXO of Digit Cloud Biz, to explore how B2B businesses can unlock their full revenue potential by aligning Account-Based Marketing (ABM) strategies with an optimized CRM system.

Lori shares her expertise in helping organizations streamline their operations, enhance customer targeting, and leverage the full capabilities of their CRM to create personalized, data-driven ABM campaigns. Together, we discuss the essential steps to build a seamless connection between marketing, sales, and customer success teams to ensure every lead is nurtured and every opportunity is maximized.

This episode is packed with actionable insights, including:

• How to optimize your CRM to align with ABM strategies.
  The importance of targeting key stakeholders within accounts.
• Practical tips for creating automated workflows to drive efficiency.
• How to use CRM analytics to refine ABM campaigns and increase ROI.
• Whether you’re a small business owner or a seasoned marketing leader, this episode provides the tools you need to harness the power of CRM and ABM for smarter, more impactful revenue growth.

Tune in and transform your approach to B2B marketing today!

Podcast transcript

Kerry Curran, RBMA (00:01.363):

Welcome, Lori! Please introduce yourself and share a bit about your background and expertise.

Lori Thomas (00:08.162):

Hi, Kerry! Thanks so much for having me on your show. I’m the Chief Innovator, Founder, and CXO of Digit Cloud Biz. I bring over 13 years of experience as a web innovator and technology solutions advisor.

I’m deeply passionate about CRM innovations and improving operational efficiency for businesses. As a project manager, I specialize in collaborating with cross-functional teams to enhance processes that drive revenue. I also have extensive experience as a seasoned software administrator, particularly with HubSpot, which is my go-to CRM. However, today’s discussion will be relevant no matter what CRM system you use.

At Digit Cloud Biz, we provide both strategic and tactical recommendations to help organizations streamline operations, boost marketing engagement, and drive sales growth. Our expertise spans industries like healthcare, nonprofits, wellness, construction, pharmaceuticals, and technology. As a certified HubSpot partner, we offer hands-on implementation, deep-dive analyses of technology stacks, and recommendations to help companies consolidate software systems and optimize their business processes.

Kerry Curran, RBMA (02:20.817):

Thank you, Lori! We’re excited to have you here, especially with such a wealth of expertise. I love how you focus on complementing strategy with execution. Right now, many businesses are heavily focused on driving sales, but they often skip the foundational steps.

From your perspective, why is it so important for companies to invest in a CRM system before jumping into sales and marketing initiatives?

Lori Thomas (04:08.149):

Great question! For small to medium businesses, it’s essential to be scrappy but also execute effectively. While operational, sales, and marketing strategies are vital, none of them can work well without the right tools. A CRM acts as the backbone of your go-to-market strategy, ensuring your plans are supported by the right systems.

Think of your CRM as a tool working 24/7 for you. It supports pre-sales efforts, like marketing campaigns, and ensures sales conversations are informed and targeted. Without it, you’re essentially flying blind. A good CRM system helps you organize, segment, and track everything in one place, enabling smarter, more efficient decision-making.

Kerry Curran, RBMA (05:21.735):

Exactly! It helps businesses get more strategic and targeted. Many companies still rely on Excel spreadsheets or separate tools for email campaigns, which can lead to fragmented data. A CRM integrates all of that and makes the process seamless.

Lori Thomas (06:14.496):

That’s right. A CRM offers transparency across departments, allowing everyone to see the customer journey in one place. It also helps with advanced segmentation. Beyond general personas, you can identify key stakeholders—decision-makers, budget holders, influencers, or end users—and tailor your communication to each group. This level of detail ensures you’re engaging with the right people at the right time.

Kerry Curran, RBMA (07:47.593):

Absolutely. That kind of targeting strengthens relationships and helps guide prospects through the funnel. Let’s talk about account-based management (ABM). How does a CRM enhance ABM strategies, especially in B2B marketing?

Lori Thomas (08:41.166):

Great question! Traditional marketing was about casting a wide net, but ABM focuses on quality over quantity. It starts with understanding your operational and marketing goals, identifying your ideal industries, and pinpointing key personas and stakeholders.

CRMs like HubSpot allow for deep customization, such as creating tailored landing pages or campaigns based on specific criteria. You can even run A/B tests to refine your approach. When configured properly, a CRM essentially works as an extension of your team, automating tasks and helping you target key accounts with precision.

Kerry Curran, RBMA (10:49.962):

I love that! Having a more personalized approach strengthens relationships and helps businesses track what’s working. Can you share an example of how CRM automation benefits businesses?

Lori Thomas (12:49.742):

Of course! Automation can streamline tasks across marketing, sales, operations, and customer service. For instance, if someone downloads a presentation, workflows can trigger an email series to educate them further. After a sales meeting, tasks can be automatically assigned to the team for follow-up.

On the sales side, CRMs support tools like SMS messaging and playbooks, helping teams stay consistent and efficient. It’s all about using automation to save time and ensure no lead falls through the cracks.

Kerry Curran, RBMA (15:44.976):

Exactly. It’s about creating efficiency and ensuring consistent messaging across the customer journey. How does CRM integration improve cross-departmental communication?

Lori Thomas (16:05.952):

CRMs eliminate silos by giving everyone access to the same data. Whether it’s sales, marketing, or customer service, all departments can see the same customer profile and engagement history. This ensures consistency and collaboration, which is critical for account-based marketing.

Kerry Curran, RBMA (17:24.443):

Well said! What’s your top recommendation for a company considering a CRM investment?

Lori Thomas (18:01.114):

My advice is simple: do it! A CRM like HubSpot not only enhances efficiency but also empowers teams with data and AI tools to make smarter decisions. Invest in configuring it properly so it works seamlessly for your needs. The result will be a unified system that keeps everyone on the same page and drives real business results.

Kerry Curran, RBMA (19:48.147):

Thank you, Lori! This has been so educational and insightful. How can listeners connect with you?

Lori Thomas (20:07.75):

Thank you, Kerry! I’d love to continue the conversation. You can connect with me on LinkedIn or visit our website at digitcloud.biz. We also have a custom page for this podcast with a free cheat sheet on account-based marketing. Thanks again for having me!

Kerry Curran, RBMA (21:07.784):

Thank you, Lori! This was fantastic. We’ll share all the links in the show notes. Thanks for your time and expertise!