AMA: Docker SVP, Growth Marketing (CMO Role), Andy Ramirez ✪ on Account Based Marketing Strategy

This is another answer that varies depending on your company, the maturity of your GTM, what kind of sales motions you have (PLG, PLS, Sales led, etc.), who interacts with accounts, and more. Here are some of they key stakeholders I've worked with and why. These are NOT in a particular order. PMM - One of the primary functions of product marketing is to understand the industry, personas, pain points/needs, jobs to be done, and how your products and services align. They are a key source of inform ...Read More

What a great question!! I'm certain I'll totally fail to give an answer half as good as the question but here goes. Metrics - How the ABM processes, campaigns, etc. are measured. Are we meeting benchmarks. E.g. click through rates, conversion rates, account penetration rates, etc. This helps ascertain the health of the program. Analytics - This is looking at the trends and what they tell you about your strategy. E.g. this type of content does better on these metrics for those segments. Or we're ...Read More

I'll be blunt, if you're not using intent I believe you're wasting money. Yes, intent data is expensive. I know it seems counter intuitive how often we have to spend money (buying intent data) just for the right to spend some more money (marketing to those accounts). I look at it this way. If I took you to a place that does paintball, paintballs cost $0.10 and the room will be pitch black. BUT you could spend an extra $20 to get glasses that let you see exactly which players are on the other tea ...Read More

Hopefully I'm understanding this question right in thinking you want to know what companies to target, not the target goals of my company... I'm going to answer the former but if I've totally misunderstood your question please forgive me. What companies I ask my teams to target is decided based on a number of factors and these factors do fluctuate between companies and sometimes between time periods (e.g. you may be experiencing a period of great new customer acquisition but need to address chur ...Read More

I treat my internal stakeholders the same as I do any customer. I seek to understand what matters to them, what jobs to be done they have, and then I position my proposals to ensure I address those. For the most part when you need a teams support in any kind of marketing it's because they also have a vested interest in the result. As an example. If the team is going after a very specific set of accounts and needs the PMM org to provide some content specific to that segment I ask my team to first ...Read More

In a perfect world there would be a single dashboard listing all my content, with search, GenAI summaries, and automations to promote, demote, or flag content for review. What I'd want to know is: When was the content created? Who wrote it originally? Who last edited it? What is a brief summary of the content? What products does this content relate to? What personas does this content serve? What jobs to be done does this content address? What are the key needs, pain points, addressed in this con ...Read More

Someone once told me that the average adoption rate of martech platforms is close to 5%. Meaning that of all the features they make available the average customer only uses about 5% of them. I don't think this is exactly right but I believe it to be directionally accurate. Trust me when I say I have a little experience with the accuracy of that. This is wasted opportunity, not using features you're paying for. So you need ADOPTION for new martech solutions. Get a few folks internally to become c ...Read More

The fact your categorizing your content and really considering what funnel stage its for is a great start. You likely have a sense of where you should be. Trust this sense. Maybe your company awareness is quite high but visitors just aren't really figuring out why your products matter to them, time to add more middle funnel. Maybe you're getting lots of interest but not converting opportunities to win, lets arm sales with better bottom of funnel content. This should be flexible. But.. here's my ...Read More