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Keara Cho

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

October 25 @ 9:00AM PST
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Salesforce Sr. Director, Demand Generation, Keara Cho 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?
Keara Cho
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
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 y......Read More
765 Views
2 requests
In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?
Keara Cho
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
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 a......Read More
761 Views
1 request
How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?
Keara Cho
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
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 ......Read More
924 Views
1 request
As you assess the performance of an Account Based Marketing campaign in progress, which reports are important to take action on immediately?
Keara Cho
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
The way I think about ABM metrics are 3 folds: 1. What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. 2. How are we helping our seller build relationships? These can be measured in the form of marketing responses or event a......Read More
1004 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
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
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 cont......Read More
1066 Views
1 request
When do you begin to prepare to duplicate a strategy that has proven successful?
Keara Cho
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25

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

1037 Views
1 request