AMA: Qualia Director, Demand Generation, Laura Lewis on Account Based Marketing

October 25 @ 10:00AM PT

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

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 the funnel (Demand Generation). Operations - you're ensuring the account scoring is working, handling all technical implementation of tools, and making sure everything syncs to the CRM and is visible to sales ...Read More

1,195 Views

2 requests
Do you use intent data in your ABM model?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

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 is in our top stage, whereas someone showing a small amount of intent or marketing activity would move down one stage farther,

1,105 Views

1 request
What is your methodology for identifying the right company targets in an ABM strategy?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

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 need to focus. Focus is the key to success in ABM. The best place to start is to have a clear understanding of your target market and its size. Are you a horizontal SaaS company that can sell to any IT Dir ...Read More

1,213 Views

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

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

Funnel stage, persona, and topic. 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 and engaging (think "thought leadership") where the latter will be more interested in your company (think case studies). Persona - who is this content more relevant for? If you're selling to Analytics/Operations folks, is th ...Read More

1,166 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?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

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 instead of pushing the relevant data into Salesforce for them, and we were sending "MQAs" to our SDRs that were essentially indicators of contact engagement with email marketing, rather than account activi ...Read More

1,094 Views

1 request
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?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

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 both SDRs and AEs spending time researching contacts and cold prospecting, especially since cold prospecting converts at low rates. In terms of time spent to get a deal, a large % of the deal size will be ...Read More

1,771 Views

2 requests

AMA: Qualia Director, Demand Generation, Laura Lewis on Account Based Marketing

View AMA Answers

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

Do you use intent data in your ABM model?

What is your methodology for identifying the right company targets in an ABM strategy?

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

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?

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?