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Account Based Marketing Strategy

Do you use intent data in your ABM model?

2 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

I'd love to, but we have yet to find an intent vendor that has data rich enough for our specific segment that would indicate readiness to buy. For other companies, I've seen this to be really effective, especially when 10s or 100s of people might start researching something the moment a problem i......Read More

928 Views

Have you been in a position to suggest implementation of updated Martech solutions and what indicated to you that a new (or additional solution) was necessary for success?

2 Answers

Krista Muir

Sentry Director, Demand Generation • August 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

815 Views

What is the best way to educate internal stakeholders on Account Based Marketing in order to accurately highlight the potential benefits to the organization as a whole and to their individual teams’ functions?

2 Answers

Krista Muir

Sentry Director, Demand Generation • August 23

This question has a lot to unpack. Influencing change takes a LOT of time, but I would recommend starting with first principles. 3 things I would start with: * I gotta say marketing sure did a good job of marketing ourselves! However, “ABM” is not a marketing thing; it’s a holistic revenu......Read More

800 Views

How is Account Based Marketing different for landing vs expanding/ cross-sell/ upsell?

3 Answers

Krista Muir

Sentry Director, Demand Generation • August 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

637 Views

What are the best questions to keep top of mind when conducting a content audit?

2 Answers

Sierra Summers

Albertsons Companies Director of B2B Marketing • January 18

This is a great question! I can't tell you the number of times I've created content because someone in the C-suite thought it would be a good idea, or because a sales reply simply couldn't close a deal with a highly customized 1-pager. The truth is - content should be created with a purpose......Read More

460 Views

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

3 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

1. Sales Leadership If you're in the B2B SaaS space, you'll know that marketing alone does not generate deals. We engage prospects and customers, bring them to the surface, and rely on AEs and sales development to mature that relationship, converting them to meetings and subsequently, deals. If ......Read More

1408 Views

In addition to buy-in and budget, what support is needed from other internal teams to set up an organization for success with a new Martech solution?

2 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

An onboarding plan and a dedicated owner! I'm sure you've seen it before too-- you buy something new and shiny, and it takes a lot longer to implement and use than expected. Fast forward a few months or years and you realize nobody is using it anymore and it's shelfware, ready to be cancelled. I......Read More

704 Views

How do you recommend companies adjust their KPIs as they move to an ABM-centric marketing approach?

3 Answers

Krista Muir

Sentry Director, Demand Generation • August 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

784 Views

What is your methodology for identifying the right company targets in an ABM strategy?

2 Answers

Sierra Summers

Albertsons Companies Director of B2B Marketing • January 18

Work with your sales team! You can use a lot of different tech and methods to identify target accounts, but if your sales team isn't bought in, you won't be successful. I suggest using tools or conducting a TAM analysis to narrow down the list of potential accounts a tad small. Have the sa......Read More

435 Views

How would you define the difference between metrics, analytics, and insights in the context of Account Based Marketing strategy?

2 Answers

Krista Muir

Sentry Director, Demand Generation • August 23

* Metrics are the data points you are measuring the success of the campaign around (either leading or lagging indicators). This can be # of meetings from your account list, # of campaign responses per account, # of impressions or CTR by account, # of opportunities, $ pipeline generated,......Read More

1084 Views