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Steve Armenti

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

October 26 @ 10:00AM PST
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Google Group marketing manager, Steve Armenti on Account Based Marketing
Top Questions
What is the best way to educate internal stakeholders on Account Based Marketing in order to accurately highlight the potential benefits to the organization as a whole and to their individual teams’ functions?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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 using ChatGPT or Bard. Here's a sample prompt: "Using the classic story structure, write me an outline to explain why a......Read More
712 Views
2 requests
In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
Sales and operations. I recently talked about this on LinkedIn and here's the strategy I like for aligning GTM teams on ABM. 1. ask sales "who matches our 𝗜𝗗𝗘𝗔𝗟 𝗖𝗟𝗜𝗘𝗡𝗧 𝗣𝗥𝗢𝗙𝗜𝗟𝗘?" to ensure marketing's hypothesis matches the people that sales regularly encounters as leads of contacts ......Read More
870 Views
2 requests
How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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, engagement rates, and conversion rates. Analytics is the process of organizing, interpreting, and displaying ABM metrics to id......Read More
745 Views
2 requests
What is your tried and true method of assessing an organization’s goals to determine the customized proportion of inbound to outbound leads needed for success?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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, etc. Then look at the historical conversion rates within each segment to understand what's worked in the past. Build your model ......Read More
715 Views
2 requests
What are the best questions to keep top of mind when conducting a content audit?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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 awareness, or driving sales? Can we measure it? Is the content relevant to our ICP? Does it address their pain points, interests, a......Read More
714 Views
2 requests
Have you been in a position to suggest implementation of updated Martech solutions and what indicated to you that a new (or additional solution) was necessary for success?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
Yes. With any internal pitch I've made for resources or investment in technology, I've always focused on three simple things: 1. Tell a story around the pain caused by the problem 2. Present a world where that pain is gone and the business growth we could be achieving 3. Offer the sol......Read More
697 Views
2 requests
How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
You'll need to adjust the way you measure account vs lead activity: * Instead of measuring leads generated, measure account engagement and influence * Instead of measuring marketing qualified leads MQLs, measure account qualified opportunities * Instead of measuring pipeline creatio......Read More
731 Views
2 requests
How is Account Based Marketing different for landing vs expanding/ cross-sell/ upsell?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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 key decision-makers at your top accounts and demonstrate the value of your solution via marketing campaigns. ABM for expandin......Read More
711 Views
2 requests
When taking inventory of all content assets, what percentage of content should be for the top, middle, and bottom portions of the funnel?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26

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 of funnel (BOFU): 10-20%

699 Views
2 requests
In addition to buy-in and budget, what support is needed from other internal teams to set up an organization for success with a new Martech solution?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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 implementation progress. Then when you're live, socialize your successes and failures with leadership and xfnl teams. Bring people alon......Read More
689 Views
2 requests
Do you use intent data in your ABM model?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
Yes. Intent data plays an important role in three areas: 1. Developing your ICP 2. Building a target account list 3. Feeding insights into the funnel to trigger marketing or sales activities If you're going to use intent, think about what else you can use those intent signals for besid......Read More
826 Views
2 requests
How do you update stakeholders with information that helps them efficiently communicate the importance of your Account Based Marketing strategy to their own teams?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
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 echo chamber. I would institute an email or internal comms strategy that brings people along your journey from start to finish.......Read More
749 Views
2 requests
What is your methodology for identifying the right company targets in an ABM strategy?
Steve Armenti
Steve Armenti
DigitalOcean VP Revenue Marketing • October 26
I like to build target accounts lists WITH sales. It's a shared activity. I've used this framework often as a starting point. 1. Figure out your data sources 2. Develop your ICP 3. Scrub the data 4. Segment the list 5. Launch it Depending on the size of your TAM, you may want to es......Read More
730 Views
2 requests