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Krista Muir

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

August 23 @ 10:00AM PST
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Sentry Director of Demand Generation, Krista Muir on Account Based Marketing Strategy
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?
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 23
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 revenu......Read More
1586 Views
3 requests
How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 23
* 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,......Read More
3078 Views
3 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?
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 23
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......Read More
1235 Views
1 request
How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 23
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.......Read More
1658 Views
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How is Account Based Marketing different for landing vs expanding/ cross-sell/ upsell?
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 23
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......Read More
1132 Views
1 request