AMA: Showpad Director, Growth Marketing, Moon Kang 🚀 on Account Based Marketing Strategy

In ABM, i've separate fixed-cost tactics from variable-cost tactics and only actively manage budget against the variable ones.Direct mail and gifting are mostly fixed. Co...

I look for signal strength, not volume, before I scale ABM.Account penetration is rising.More of the buying group is engaging, not just one role. I want to see consistent...

ABM is a go to market operating model, not a campaign.ABM is the operating model of focusing market, sales, field efforts on a defined set of high-value accounts and coor...

I think about it as levels of decision usefulness.Metrics are the raw facts; clicks, impressions, visits, time on site, conversions. They tell you what happened, nothing ...

I optimize stakeholder updates for reuse, not awareness. I over-communicate on purpose, but I do it in formats people can replay and forward. Short screenshares and video...

KPIs should shift from individual activity to account progress.The first change is reporting at the account level, not the lead level.Stop asking how many leads came in. ...

Sales leadership. They define account priority, buying committees, and success criteria. Without their buy-in and support, ABM turns into an expensive awareness campaign ...

Account coverage and penetration.How many target accounts are actually being reached, and how deep into the buying commitee we are getting.Account engagement quality.Repe...

Messaging should evolve to reduce uncertainty at each stage, not just add detail.Top of funnel answers why this problem matters now.You name the problem, put language to ...