AMA: Gong Performance Marketing Lead, Bhavisha Oza on Account Based Marketing
October 26 @ 9:00AM PST
View AMA Answers
Gong Performance Marketing Lead, Bhavisha Oza on Account Based Marketing
Top Questions
Bhavisha Oza
Gong Performance Marketing Lead • October 27
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......Read More
773 Views
1 request
Bhavisha Oza
Gong Performance Marketing Lead • October 27
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 ......Read More
774 Views
2 requests
Bhavisha Oza
Gong Performance Marketing Lead • October 27
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,......Read More
783 Views
1 request
Bhavisha Oza
Gong Performance Marketing Lead • October 27
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, interactiv......Read More
764 Views
3 requests
Bhavisha Oza
Gong Performance Marketing Lead • October 27
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 retrospective......Read More
1039 Views
1 request
Upcoming AMA's
Show All