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Account Based Marketing Strategy
1 Answer
Mindy Servello
Calendly Head of Demand Generation • October 27
I have built and scaled ABM strategies at start ups with no SDR function to larger $250M+ ARR organizations with a very robust, global sales team. Although I can go many directions with this question, I will leave it at this - no matter the sales structure when first building an ABM strategy, fin......Read More
1087 Views
8 Answers
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 24
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
1647 Views
8 Answers
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 24
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
1117 Views
6 Answers
Krista Muir
Snowflake Senior Manager, Streamlit Developer Marketing • August 24
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
1226 Views
2 Answers
Laura Lewis
Addigy Director | Head of Marketing • October 26
Every organization is different, and I always start with looking at both historical data and benchmarks. Generally, the lower the average deal size, the higher the percentage of inbound leads should be. For example, if your ADS is low (let's say $5000 or under), it's not very efficient to have bo......Read More
1148 Views
1 Answer
Bhavisha Oza
Gong Performance Marketing Lead • October 27
The most important "tactic" (if you may) that has worked well for me is alignment with sales on strategy before launching the campaign. And regular ongoing reviews, updates, feedback, and alignment on any course correction needed during the course of the campaign. I also do campaign retrospective......Read More
1022 Views
2 Answers
Erika Barbosa
Counterpart Marketing Lead • November 12
When do you begin to prepare to duplicate a strategy that has been proven successful? Now :). If you approach it from a testing mentality with a reasonable budget if applicable, what benefit do you gain from waiting? From my perspective, you should define success metrics at the very beginning ......Read More
536 Views
1 Answer
Keara Cho
Salesforce Sr. Director, Field Marketing • October 26
The way I think about ABM metrics are 3 folds: 1. What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. 2. How are we helping our seller build relationships? These can be measured in the form of marketing responses or event a......Read More
957 Views