AMA: Salesforce Sr. Director, Demand Generation, Keara Cho on Account Based Marketing

October 25 @ 9:00AM PT

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As you assess the performance of an Account Based Marketing campaign in progress, which reports are important to take action on immediately?

Keara Cho•

Salesforce Sr. Director, Field Marketing • 2y

The way I think about ABM metrics are 3 folds:What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation.How are we he...

1830 Views

1 request

When do you begin to prepare to duplicate a strategy that has proven successful?

Keara Cho•

Salesforce Sr. Director, Field Marketing • 2y

I will keep this answer short and sweet. If a strategy drives quality pipe generation I would immediate duplicate and continue to refine.

1633 Views

1 request

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?

Keara Cho•

Salesforce Sr. Director, Field Marketing • 2y

Go to market as ONE team with your sales counterpart. Ensure the accounts you are targeting is 100% aligned with sales strategy. Your sales team is going to change course...

1063 Views

2 requests

How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?

Keara Cho•

Salesforce Sr. Director, Field Marketing • 2y

What a great question. I never thought about data in this way. Thanks for forcing me to think through the differences as it relate to KPIs vs. data to help inform vs. pur...

1863 Views

1 request

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

Keara Cho•

Salesforce Sr. Director, Field Marketing • 2y

Quarterbacking with the rest of the marketing team is critical to your success. You can’t create all the marketing CTAs on your own and you need to rely on your marketing...

1039 Views

1 request

How do you update stakeholders with information that helps them efficiently communicate the importance of your Account Based Marketing strategy to their own teams?

Keara Cho•

Salesforce Sr. Director, Field Marketing • 2y

Get the metrics for these following measures so you can share with your internal stakeholder how ABM is impacting the business on 1 page. Marketing's contribution to re...

1977 Views

1 request