AMA: Sentry Director of Demand Generation, Krista Muir on Account Based Marketing Strategy

Metrics are the data points you are measuring the success of the campaign around (either leading or lagging indicators). This can be # of meetings from your account list, # of campaign responses per account, # of impressions or CTR by account, # of opportunities, $ pipeline generated, etc. Any goal you’re measuring yourself on. Analytics is the process of acquiring Insights from the data. Why should the team care about these metrics? How are those metrics driving the business? What action items ...Read More

If you're still on an inbound (MQL) model, I would start by pivoting every report through the lens of "target account vs. non-target account".    # of campaign responses # of opportunities generated $ pipeline generated ACV # closed won $ closed won What matters gets measured. Over time, (ideally) it will reflect that target accounts drive the biggest impact to the business. (If not, it likely means that you'll need to take another look at the target account / ICP criteria.) In my experience, th ...Read More

This question has a lot to unpack. Influencing change takes a LOT of time, but I would recommend starting with first principles. 3 things I would start with: I gotta say marketing sure did a good job of marketing ourselves! However, “ABM” is not a marketing thing; it’s a holistic revenue strategy. The first thing I usually do is internally rebrand “Accunt-Based Marketing” to be a target account strategy. “Seek first to understand.” That will mean building relationships cross-functionally to esta ...Read More

I would recommend building target account lists based on where that account is in their customer journey. Channels are usually pretty constant. Your targeting ability, level of intent, tactics/offers, messages, and the budget you're willing to spend on them will change. It will cost significantly more budget & time to acquire a new customer, so focus on where you see the biggest potential impact first. Within a tiered 1:1, 1:few, 1:many structure: what is the potential ARR of an account with ...Read More

Yes, I've introduced many MarTech solutions throughout my career!  As with any business case for new technology, it will require buy-in from leadership and cross-functional teams. Where possible, I highly recommend finding a peer-level champion at the company to help make the case with you. It usually requires a succinct executive summary + 2-3ish page doc, lots of repetitive conversations about "why" this is necessary to gain buy-in from your manager, and an internal roadshow to other key stake ...Read More