AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Account Based Marketing Strategy

The biggest indicator for me is always “excel”. If we are tracking too many metrics across different excel sheets, it is a clear indicator that we need a solution to mana...

The first question is always “What are your business objectives/priorities today?”. Align everything to it. After that you can look at marketing metrics like:1. What ...

This is not a one-size-fits-all solution. I have found that the content pieces through the funnel vary based on what are the current business objectives, challenges and g...

The first KPI to monitor is leads generated from target accounts. The rest is all noise. If an organization has adopted an ABM centric approach, your sales reps are worki...

The way you approach the accounts is what is different. For a net new account, you are in the blind and trying everything under the sun. While you have 3rd party data on ...

Sales, Sales, Sales. Align with them every step of the way. Right from account identification to account planning to execution and tracking. For the big accounts talk to ...

I have used intent data to varying degrees of success as part of the ABM program. The key thing to remember is that intent is a misleading word. It does not mean BANT qua...

Everything begins with “What are your business goals?” And I cannot emphasize this enough. If you have a marketing problem and don’t know where to start, ask yourself thi...