AMA: Qualia Director, Demand Generation, Laura Lewis on Account Based Marketing
October 25 @ 10:00AM PST
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Qualia Director, Demand Generation, Laura Lewis on Account Based Marketing
Top Questions
Laura Lewis
Addigy Director | Head of Marketing • October 26
Sales, Marketing, Customer Success, and Operations. Marketing - you're leading the charge here. You own the GTM strategy and persona and messaging research (Product Marketing), the content and asset creation (Content/Design), and the targeting and campaign launches to move the accounts down th......Read More
952 Views
2 requests
Laura Lewis
Addigy Director | Head of Marketing • October 26
Every organization is different, and I always start with looking at both historical data and benchmarks. Generally, the lower the average deal size, the higher the percentage of inbound leads should be. For example, if your ADS is low (let's say $5000 or under), it's not very efficient to have bo......Read More
1192 Views
2 requests
Laura Lewis
Addigy Director | Head of Marketing • October 26
Funnel stage, persona, and topic. 1. Funnel stage - is this content for someone who has never heard of your company and what you do before, or is it for someone who has been all over your website? The former will need to be introduced to what you do in a way that is interesting an......Read More
953 Views
2 requests
Laura Lewis
Addigy Director | Head of Marketing • October 26
When I joined my current organization, the sales & marketing teams were using Demandbase. Demandbase is a great tool for ABM, but our current implementation was not meeting our needs - the scoring model was so complex it took 10+ minutes to load, we had asked sales to log into the platform instea......Read More
905 Views
1 request
Laura Lewis
Addigy Director | Head of Marketing • October 26
We do! We use 6Sense, which includes an integration to Bombora, and have identified key keywords and topics that are relevant for our business. We track intent data through these topics and keywords and include them in our account segments. Someone showing no intent data and no marketing activity......Read More
907 Views
1 request
Laura Lewis
Addigy Director | Head of Marketing • October 26
There are so many ways to answer this question, depending on your GTM strategy and organization! The key, no matter the differences, it to be selective and targeted. There are likely many people you WANT to sell to, but who is most likely to actually become a Closed Won deal? That is where you ne......Read More
920 Views
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