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Bhavisha Oza

AMA: Gong Performance Marketing Lead, Bhavisha Oza on Account Based Marketing

October 26 @ 9:00AM PT

View AMA Answers

  1. How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

    ABM is an upmarket play which means sales cycles are longer and the buying committee is bigger. Marketing needs to target, engage, and convert multiple persona within an account. This means the account will have multiple engaged leads/contacts. Hence it is important to switch to an account-based scoring model to get a holistic view of the account.  KPIs to track include:  Target Accounts Engaged Marketing Qualified Accounts  (MQAs) Opportunities from target accounts Closed-won deals from target ...Read More

    1,043 Views
    2 requests

  2. What are the best questions to keep top of mind when conducting a content audit?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

    Content is the cornerstone of an ABM campaign. Auditing and organizing your content can be time-consuming but it is worth the effort. Once you organize your content in a way that’s easy to sort or pick and choose, you’ll be able to easily identify the assets for your ABM campaign. Below are nine questions to keep top of mind: When was it created? Is the content relevant today? Who is the author? Analyst, third-party, customer, or in-house content? What is the format? PDF, video, or interactive? ...Read More

    949 Views
    1 request

  3. How is Account Based Marketing different for landing vs expanding/ cross-sell/ upsell?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

    It really depends on campaign goals and budget.

    The channel mix remains the same:

    • Top-of-funnel: programmatic display, CTV, paid social and content syndication

    • Middle-of-funnel: email nurture, Executive Q and A webinars

    • Bottom-of-funnel: virtual experience events, in-person events, and direct mail

    In the case of landing new business, paid media budget is a must-have. Alternatively, in the case of land and expand motion you can lean more on owned media and in-app promotion

    995 Views
    1 request

  4. What are tactics that are currently working best for you?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

    The most important "tactic" (if you may) that has worked well for me is alignment with sales on strategy before launching the campaign. And regular ongoing reviews, updates, feedback, and alignment on any course correction needed during the course of the campaign. I also do campaign retrospectives once the campaign is complete to celebrate wins and identify what can be done better for the next campaign.

    1,680 Views
    1 request

  5. When taking inventory of all content assets, what percentage of content should be for the top, middle, and bottom portions of the funnel?

    Bhavisha Oza
    Bhavisha Oza

    Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

    My rule of thumb is it helps to have at least 3 pieces of content, in different formats for each stage of the funnel.

    • Top-of-funnel content to include a mix of analyst content, podcasts, awareness videos, cheat sheets

    • Middle-of-funnel content to include checklists, e-guides, interactive content such as an ROI calculator or maturity assessment

    • Bottom-of-funnel content to include product tours, demo videos, and customer testimonial videos

    918 Views
    3 requests