Account Based Marketing Strategy

1 Answer
Mindy Servello
Mindy Servello
Calendly Head of Demand GenerationOctober 26
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
1079 Views
8 Answers
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer MarketingAugust 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
1637 Views
8 Answers
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer MarketingAugust 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
1104 Views
6 Answers
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer MarketingAugust 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
1216 Views
2 Answers
Laura Lewis
Laura Lewis
Addigy Director | Head of MarketingOctober 25
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
1140 Views
1 Answer
Bhavisha Oza
Bhavisha Oza
Gong Performance Marketing LeadOctober 26
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
1014 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadNovember 11
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
Keara Cho
Salesforce Sr. Director, Field MarketingOctober 25
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
949 Views