In this episode of ABM Answered, we had the pleasure of speaking with Matt Laybourn, the founder and Chief Marketing Officer (CMO) of Rockee.
As the CMO, Matt is not just the marketing lead but also the strategic mind shaping Rockee’s brand and demand-generation efforts.
In this quick-fire interview, Matt tackled some of the toughest challenges Account-Based Marketers face today. From measuring ROI to breaking through the crowded B2B noise, Matt’s insights were nothing short of wonderful and, at times, delightfully spicy!
Here's what we covered:
Find out how Matt Laybourn of Rockee approaches ABM success
1. Measuring ROI across Demand Generation and ABM
It’s no secret that measuring ROI is a big headache for marketers. Matt broke it down: the complexity stems from the sheer variety in campaign types and goals.
Are you running one-to-one ABM targeting massive, seven-figure deals? Or are you dabbling in programmatic ABM, which is often just glorified demand gen?
The stakes and the investment differ wildly.
Matt’s key tip? Look at ROI holistically. Evaluate everything from the cost of dedicated marketers and media spend to the content you’ve had to create or adapt.
But don’t stop there. Blend traditional analytics with qualitative feedback.
As Matt put it, “Engagement data alone doesn’t tell the full story, get direct feedback from your audience to understand what’s working.”
And don’t forget the size of the prize! If your product or service sells for £30,000, ABM might not be the right strategy. “Don’t try to force ABM if it’s not justified by the deal size.”
2. Personalization at Scale Without Breaking the Bank
The challenge with personalization, as Matt pointed out, lies in balancing relevance with resource constraints.
For one-to-one ABM, hyper-personalization is worth the investment. However, at the programmatic level, it’s about finding commonalities within target groups; think vertical-specific challenges or shared industry pain points.
Matt's take? Don’t get caught up in over-the-top personalization tools that serve no real purpose.
“Nobody is buying a product because your website said ‘Hi, Bob.’” Instead, focus on creating valuable, problem-solving content that resonates with the group or account.
3. The MQL-to-SQL Conversion Debate
When asked about the elusive MQL-to-SQL conversion rate, Matt was quick to highlight the variation between ABM tiers.
For highly targeted one-to-one campaigns, you might see conversion rates as high as 25%. But with programmatic ABM, it’s more like 5%.
A sobering reminder that not all ABM is created equal.
Matt stressed the importance of redefining what qualifies as an MQL: "An MQL shouldn’t just be a contact in your database, it should be someone actively signaling they want to engage."
4. The Secret to Consistently Relevant Content
Content creation is the backbone of any ABM strategy, but keeping it relevant can be tricky.
Matt advocates for ongoing feedback loops, both internally and externally. Sales teams often hold valuable insights into what’s resonating with prospects, while tools like Rockee can provide direct audience feedback on your content’s effectiveness.
And when the priorities of a target account shift (as they often do), your strategy should pivot accordingly.
Whether it’s staying updated on company news or gathering survey insights, real-time data is your best friend.
5. Avoiding Creepy Personalization
The line between personalization and intrusion can be razor-thin.
Matt suggests keeping insights elevated to the business level rather than targeting individuals too directly. “We know your business is struggling with X” feels insightful, while “We saw you tweet about your pig farm” might cross a line. (Yes, that’s a real example!)
That said, if you’re confident it’ll land like referencing a shared sports rivalry, go for it. Just be ready for it to go either way.
6. Targeting the Right Accounts
When planning ABM campaigns, Matt advises starting with first-party data.
Look at your CRM, identify your best customers, and find similar companies. Tools like LinkedIn Sales Navigator or industry-specific platforms can help you pinpoint your ideal accounts.
For Rockee, it’s all about precision targeting: midsize tech companies with content teams of 10+ and at least 30,000 monthly website visitors.
“Targeting everyone in a category dilutes your efforts,” Matt emphasized. “Focus on those who are the best fit for your product.”
7. Cutting Through the Noise Without Blowing Your Budget
Finally, the million-dollar question: how do you stand out in an oversaturated B2B landscape?
Matt’s advice is refreshingly simple; go offline. From hackathons to personalized direct mail, creating unique, tangible experiences can have a much greater impact than yet another display ad.
“Digital channels are overcrowded,” Matt noted. “To truly cut through, you need to surprise people with something they aren’t expecting.”
Bonus Round: The Intent Data Debate
We couldn’t let Matt go without touching on intent data. While some swear by providers like Bombora or 6sense, Matt remains skeptical.
“I’ve run campaigns with and without intent data and seen no difference in engagement or conversions,” he said.
His preference? First-party intent data, like tracking which accounts visit your website and their behavior once there. “That’s actionable insight, not just noise.”
Was aweosme to chat with Matt. and really enjoyed unpacking his practical approach to ABM, If you’re still relying on intent data to guide your campaigns? Well, you might want to rethink that :)
What’s Next?
Got a burning question or ABM dilemma? Drop it in the comments, and we could explore it in the next episode of ABM Answered!
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