AMA: Docker SVP, Growth Marketing (CMO Role), Andy Ramirez ✪ on Account Based Marketing Strategy
March 14 @ 10:00AM PST
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Docker SVP, Growth Marketing (CMO Role), Andy Ramirez ✪ on Account Based Marketing Strategy
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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 ha......Read More
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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. ......Read More
381 Views
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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. Thi......Read More
397 Views
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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......Read More
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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, ti......Read More
359 Views
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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 h......Read More
385 Views
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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 t......Read More
397 Views
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
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 base......Read More
366 Views
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Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • March 14
I don't see them as fundamentally different than all up marketing KPIs, but the emphasis likely changes. Some you might value more are: * Account penetration / engagement * Average deal size * Win rate * Average contract value * CAC/LTV * NPS * Influenced expansion / retention ......Read More
774 Views
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