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According to Danish researcher Martin Lindstrom, a well-known consumer psychology expert, 85% of the buying decision is based on emotion. This means engagement and relationships are the currency of the future.As a pioneer in account-based marketing (ABM), I have always believed engagement was the key to scaling growth and improving marketing ROI -- in both B2B and B2C.When it comes to your most important accounts, account-based engagement (ABE) shifts the focus from campaign performance and lead volume to engagement quality, opportunity growth, and revenue increase.At Adobe, I co-spearheaded the shift to catapult strategic accounts revenue from $32M to $1.14B in pipeline influence in just 6 years. Today, companies are very focused on growth marketing. To accelerate this growth, organizations need to expand and deepen relationships with existing customers with a sharp focus on long-term results while balancing short-term deals.External relationships are not the only ones you need. Internal relationships with sales, customer care, and the executive team are critical. Getting Adobe's leadership team personally engaged in executive conversations and thought-leadership events with their customer peers and prospects played a significant role in building deeper relationships and trust, delivering memorable experiences and amazing outcomes, and creating a playbook that demonstrated growth and success -- for our customers and ourselves. Engagement is the philosophy that transcends everything I do -- professionally and personally.I lived abroad for 12 years, spending 5 years in Italy. It was an amazing and inspirational experience, and I now own a hillside vineyard and organic garden -- which I lovingly call "the science project".How can I help you?Are you thinking about reimagining your executive engagement or account-based marketing? Would you like to scale your strategic accounts program? Connect with me here.Specialties: Account-based Marketing, Strategy, Planning, Selection, & Segmentation; Advisory Boards; Change Management; Customer Acquisition, Retention, & Success; Customer Advocacy; Customer Experience; Demand Gen; Data & Analytics; Event Marketing; Exec Briefing & Innovation Centers; Exec Marketing, Engagement, Relationship Management, & Sponsorship Programs; Funnel Optimization; Field Marketing; Growth Marketing; High-Performing Teams, Journey Mapping; Integrated Campaigns; Partner, Alliance & Influencer Marketing; Philanthropy & CSR Events; Revenue Impact; Social Listening; Thought-Leadership Content; Vertical Marketing
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AdvisorAbm For GoodIthaca, Ny, Us -
Marketing Consultant And Advisor | Abm Strategist | Fractional CmoRobin Tobin & Associates 2020 - PresentAdvising and helping organizations with their ABM, Executive, Growth, and Partner and Alliances marketing playbooks is an all-time passion. For a variety of industries – automotive, education, financial services, healthcare, high-tech, human resources, media & entertainment, public sector, retail, and travel & hospitality – I help companies with:• ABM: Develop strategic account playbooks, methodologies, pilots, and programs. Drive top account audits, assessments, and selection by leveraging account intelligence, data insights and analysis, business priority alignment, relationship mapping, messaging, online and offline campaign planning, reporting, and dashboards.• Executive: Create Executive Marketing playbooks, frameworks, personas and profiles, journeys, content, events, executive sponsor programs, briefing and innovation center plans, VIP programs, advisory boards, and customer councils to drive deeper relationships and trust. • Growth: Build broad and deep customer acquisition, retention, success, and growth programs, Influencer Marketing engagements and relationships, and funnel audits and optimization.• Partner and Alliances: Design and execute market-to and market-with programs to scale reach and drive revenue.• Shape GTM strategy with sales to target top accounts.If you’re marketing B2B products/services and want to strengthen your reputation in the market, increase revenue, and deepen customer relationships, please reach out.
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Senior Associate And Advisor | Abm | Executive Engagement | Thought LeadershipMomentum Itsma 2020 - 2023London, England, GbAs a long-time volunteer on ITSMA’s ABM and Thought-Leadership Advisory boards, I was thrilled to contract for them and advise Fortune 500 organizations, marketers, and sales in the areas of ABM and Executive Engagement. There's an untapped value in your top customers. While they make up a small percentage of your customer base, they represent a significant amount of revenue -- and this requires a unique engagement strategy and an unforgettable customer experience. This approach will yield deeper and long-term relationships, a trusted advisor status, advocacy, and growth through expansion and renewals. After building an ABM program at Adobe from the ground up, it excited me to share my knowledge and advise organizations to better leverage their customer and partner relationships and create strategic, long-term growth. -
Vp Growth MarketingEmplifi 2020 - 2022Columbus , Ohio , UsI was hired to lead Growth Marketing efforts at Emplifi just before Covid.To understand Growth Marketing, let’s take a look at it in comparison to traditional marketing. Traditional marketing focuses on broad-based, campaign-oriented, short-term goals, which are typically company-centric focusing on products or solutions and customer acquisition with a lead handoff to sales.Growth marketing, on the other hand, is strategy-based with long-term business and relationship goals in mind. Planning is evidence-based and is narrowly focused on a highly targeted set of accounts and a blended model of acquisition, retention, and growth. Content is personalized and marketing develops opportunities with sales throughout the customer lifecycle.Growth hacking is not the same as growth marketing. Growth hacking focuses on short-term results while growth marketing focuses on strategic, long-term growth.Understanding these differences is key to understanding where to focus: refine marketing strategies; understand market trends and customer pain points; select and target agreed-upon industries and accounts; identify buying centers; create personas and profiles; understand the key internal and external influencers across your buying center; relationship mapping; create inspirational and engaging thought-leadership content; audit and optimize the full funnel; build integrated online/offline customer journeys; and measure and report.The teams reporting to me to achieve these goals included ABM, Customer, Field, Influencer, and Partner Marketing. Together we achieved 124% of our growth goals, 3x engagement with content and event attendance, 7% increase in retention, and 5x lift in sales opportunities. mROI increased from 2 to 9x in less than one year, and we doubled our conversion rates with acute attention to funnel optimization.A strategic growth marketing approach helps build deeper relationships and trust, fuel revenue and growth, and improve your brand reputation. -
Head Of Executive Customer Marketing, Digital Marketing Business UnitAdobe 2017 - 2020San Jose, Ca, UsOnce we had a proven strategic accounts marketing playbook, we decided to raise the bar again and focus on executive engagement and marketing.The challenge now was to refine Adobe's C-Suite marketing mix and drive Adobe executive engagement with top accounts to build deeper relationships and maximize revenue. Engagement with our C-Suite improved 300% and Adobe-led events such as our thought-leadership roundtables, executive exchanges, and executive conferences impact 73% of our pipeline influence metric. By continually redirecting resources to the marketing mix that yielded the greatest mROI, we saved ~$0.5M/year.Looking back at my tenure at Adobe, building, evolving, and transforming the strategic and executive engagement programs are career chapters I am particularly grateful to have played key roles. It's gratifying to know you've not only helped the organization succeed, but impacted your customer's bottom line as well. -
Head Of Strategic And Vertical Accounts Marketing (Abm), Digital Marketing Business UnitAdobe 2012 - 2017San Jose, Ca, UsBeing invited back to Adobe was truly a thrill. What started as a strategic initiative turned into a full-time role to build a strategic accounts marketing discipline in Adobe's Digital Marketing organization.To accelerate my learning curve, I reached out to Sirius Decisions (Gartner) and ITSMA to understand best practices and key data points of interest, and became heavily involved with both serving on their advisory boards.After a year, I began to build out the team. The business was growing and ABM marketing needed to scale. We began to align siloed teams, rethink content and campaigns, map customer journeys, and deliver consistent and relevant customer experiences.Our digital transformation had a strong foundation in and emphasis on data analysis, visualizations, and dashboards allowing marketers to quickly assess their marketing mix performance and pivot, while enabling sales with new insights and ways of working.From navigating the difficult conversations of which accounts should be deemed strategic to developing touchpoints to align with each step of the customer lifecycle journey , I am particularly proud of the strategy, collaboration, and team I led resulting in the growth of 22 to 250 accounts (with over $750M in pipeline influence), and from 5% to 59% of the NA revenue, proving engagement is really the currency of business.
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Managing Director, Business And Marketing Consulting ServicesRobin Tobin & Associates 2008 - 2013After my first tenure with Adobe, I started my own boutique marketing consultancy, providing business and marketing services for the design, education, environmental, media & entertainment, print, and packaging industries. I grew the practice through grassroots and word-of-mouth marketing.For my clients, which included Adobe, Cornell University, Esko, IDEAlliance and others, I developed strategic account, field, and partner marketing plans to help them achieve their business and relationship objectives.
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Partner And Evp, Business Development & Relationship ManagementTrekk 2009 - 2012Rockford, Illinois, UsTrekk was my full-service marketing agency when I was at Adobe. They invited me to join their leadership team and help expand their client base. I secured clients such as Canon, HP, and Xerox -- many of who are still with Trekk today with an average 9-year tenure.During my time with Trekk, we experienced 8-10% annual growth and influenced clients to explore multi-channel marketing strategies including AR, VR, and mobile marketing. -
Principal, Customer And Partner Marketing, Digital Media Business UnitAdobe 2005 - 2008San Jose, Ca, UsBuilding upon what I started in my previous role, I zeroed in on the print industry -- increasing awareness, driving revenue, and growing customer retention for the Digital Media business. This led to capturing 91% market share and appr $120M annually.
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Senior Manager, Product & Partner Marketing, Digital Media Business UnitAdobe 1999 - 2005San Jose, Ca, UsWhen I moved into this position, Adobe's objective was to grown adoption of the Creative Suite in the print, publishing, and packaging industries. I developed the strategic marketing plan to build a community of advocates amongst analysts, media, prospects, and top accounts -- and a marketing mix that drove growth.The first Adobe Print Conference emerged from this effort, which attracted 750 attendees from around the world. We developed a weekly webinar series to educate, increase usage, and drive the success of the Creative Suite, attracting 19K unique followers and increasing membership and community in our ASN program.
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Oem Business Manager, Adobe Postscript And Related Technologies, Strategic AlliancesAdobe 1996 - 1999San Jose, Ca, UsAdobe was a client of mine, and recruited me to help enhance their strategic OEM relationships. I expanded the sales of Adobe PostScript devices, Adobe PDF, and related technologies.
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Principal, Product MarketingHp 1994 - 1996Palo Alto, Ca, UsI began my career at Digital Equipment Corporation (acquired by HP) as a software engineer, but what I discovered I loved was working with customer and learning about their needs, so I moved into product marketing and product management. Developing business plans to meet corporate growth, market share, and margin targets fueled my passion for understanding the competitive marketplace, end-user needs, and portfolio cost structures. -
Sr. Manager, Product ManagementHp 1988 - 1994Palo Alto, Ca, Us
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Software EngineerHp 1986 - 1988Palo Alto, Ca, Us
Robin Tobin Skills
Robin Tobin Education Details
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Clark UniversityAnd International Business -
Rochester Institute Of TechnologyComputer Science
Frequently Asked Questions about Robin Tobin
What company does Robin Tobin work for?
Robin Tobin works for Abm For Good
What is Robin Tobin's role at the current company?
Robin Tobin's current role is Advisor.
What is Robin Tobin's email address?
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What is Robin Tobin's direct phone number?
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What schools did Robin Tobin attend?
Robin Tobin attended Clark University, Rochester Institute Of Technology.
What skills is Robin Tobin known for?
Robin Tobin has skills like Marketing Strategy, Strategic Alliances, Project Planning, Business Analysis, Product Marketing, Direct Marketing, Integrated Marketing, Multi Channel Marketing, Online Advertising, Account Management, Email Marketing, New Business Development.
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