AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Account Based Marketing Strategy
July 5 @ 10:00AM PST
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Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Account Based Marketing Strategy
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 them everyday. For the other accounts, talk to them every week.
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 is the engagement for the content? 2. When was this last refreshed? 3. Does it align with our latest messaging? 4.......Read More
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 manage that piece better. Another leading indicator is when you are unable to track your customer/prospect journey across different......Read More
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
* 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 working on named accounts, so even if you engage with accounts outside that list and generate leads, you won’t find any ......Read More
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 the target prospects, you can only customize to a certain extent. So your messaging is either generic or indust......Read More
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 gaps. If you are a new business and trying to generate mindshare and attract visitors to your website, you’d need more assets at......Read More
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 qualified. You have to nurture them like any other lead. My experience has been mixed when we have tried to use intent data to dri......Read More
460 Views
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Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • July 6
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 this question “What are the business objectives?” and go from there. You won’t go wrong. Depending on whether the business wan......Read More
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