AMA: Calendly Head of Demand Generation, Mindy Servello on Account Based Marketing
October 26 @ 11:00AM PST
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Calendly Head of Demand Generation, Mindy Servello on Account Based Marketing
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Mindy Servello
Calendly Head of Demand Generation • October 27
The most critical internal partners to include for an account based marketing strategy are departmental leaders, sales and, depending on the organization, various areas of the organization - ex: design, web, marketing operations. ABM is a true orchestration between many areas of the organizati......Read More
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Mindy Servello
Calendly Head of Demand Generation • October 27
A marketing organization that is set on a traditional waterfall for KPIs (ex: AQL, MQL, etc.) will need to adjust metrics for an ABM approach. This does not mean the entire org needs to rip and replace their current success metrics, but when it comes to the specific ABM motion, it should be held ......Read More
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Mindy Servello
Calendly Head of Demand Generation • October 27
When it comes to net-new logos and expanding within current customers, the key differences are within two areas - brand awareness and a key point-of-contact (POC). When expanding within current customers, the brand awareness is there whereas it is not for net-new logos. Net-new logo target acc......Read More
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Mindy Servello
Calendly Head of Demand Generation • October 27
I have built and scaled ABM strategies at start ups with no SDR function to larger $250M+ ARR organizations with a very robust, global sales team. Although I can go many directions with this question, I will leave it at this - no matter the sales structure when first building an ABM strategy, fin......Read More
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Mindy Servello
Calendly Head of Demand Generation • October 26
Intent data is vital to leverage within an ABM strategy because it can help marketers identify in-market accounts. 6Sense recently shared that 78% of high-intent accounts they surface to clients weren’t even in their CRM. That means without leveraging intent data, we are missing out of SO many po......Read More
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Mindy Servello
Calendly Head of Demand Generation • October 27
Since ABM extends beyond marketing, it is very important that stakeholders are equipped to share information about the motion to their own teams. How you approach this can depend on the communication preferences/tools within the organization. That said, one way impactful way that anyone reading t......Read More
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Mindy Servello
Calendly Head of Demand Generation • October 27
If this is asking how to identify the right target accounts, that is a collaboration between marketing and sales. This is a critical, foundational step when crafting a GTM ABM strategy. The two biggest ABM missteps I see are - 1. marketing working in a silo on their own target account list 2......Read More
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