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

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 counterparts to drive focus for your ABM accounts as well. Partner with your field marketers to ensure your ABM accounts are getting priority at executive & hospitality events. Plan with your events team and see if you could carve out VIP experiences for your ABM contacts (i.e priority seating at keynotes, executive summit ...Read More

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. pure noise. Metrics: These are the key performance indications that, you as a marketer, should evaluate your programs and your teams against. At the end of the day our job as marketers is to drive revenue alongside our go-to-market partners. Key metrics I've outlined in another AMA question that is worth mentioning here: What’s the ...Read More

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 courses during the quarter/mid-year; pivot with them and ensure you are always aligning to their top priority accounts. Educate your organization by highlighting the impact that ABM will have to the business. What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. How are we help ...Read More

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 revenue including YoY compares (as a percentage against the business overall revenue & dollar amount) Marketing's contribution to pipe generation including YoY compares (as a percentage against the business overall pipe gen & dollar amount) Marketing's contribution to pipeline maturation including YoY compares not sure how y ...Read More

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 helping our seller build relationships? These can be measured in the form of marketing responses or event attendance or executive engagement from decision makers in our ABM accounts (ie. VP+). How are we strengthen our account data with contact acquisition & contact enrichment/cleaning? Not only are we driving new contacts f ...Read More