AMA: Google Group marketing manager, Steve Armenti on Account Based Marketing

Sales and operations. I recently talked about this on LinkedIn and here's the strategy I like for aligning GTM teams on ABM.ask sales "who matches our 𝗜𝗗𝗘𝗔𝗟 𝗖𝗟𝗜𝗘𝗡𝗧 𝗣𝗥𝗢𝗙𝗜𝗟...

Yes. Intent data plays an important role in three areas:Developing your ICPBuilding a target account listFeeding insights into the funnel to trigger marketing or sales ac...

I like to build target accounts lists WITH sales. It's a shared activity. I've used this framework often as a starting point.Figure out your data sourcesDevelop your ICPS...

I would make sure your leadership team is built into the vision for what the MarTech is going to unlock. Even after their approval, keep them in the loop on your implemen...

Metrics are the quantitative measures of ABM performance. They provide a snapshot of what is happening at a certain point in time, such as website visits, leads/ MQLs, en...

Start with the business targets to understand what the goals of the business are. Slice those business targets by available segments such as: region, country, solution, e...

Yes. With any internal pitch I've made for resources or investment in technology, I've always focused on three simple things:Tell a story around the pain caused by the pr...

How well does the content align with the organization's overall business goals? Is it helping to achieve key objectives such as generating leads, increasing brand awarene...

The ideal percentage depends a lot on the industry, ICP, and your goals. I'd say a general guideline is:Top of funnel (TOFU): 60-70%Middle of funnel (MOFU): 20-30%Bottom ...

ABM for new customer acquisition is focused on identifying, engaging, and converting high-value accounts (your ICP). The goal is to acquire and build relationships with k...

Host a lunch and learn. Give people free lunch or a snack or something to attend.Then tell a story. Don't present facts and figures.If you're new to storytelling, try usi...

You'll need to adjust the way you measure account vs lead activity:Instead of measuring leads generated, measure account engagement and influenceInstead of measuring mark...

There's some great tips here. Ultimately, you own the story that others are going to tell about your work. You should be communicating it vs letting it go through the ech...