Account Based Marketing Strategy

5 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingApril 3
To update stakeholders with information that helps them efficiently communicate the importance of your account-based marketing (ABM) strategy to their teams, I recommend the following steps: 1. Identify your stakeholders. Who do you need to collaborate with versus who do you need to inform?......Read More
378 Views
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
859 Views
7 Answers
Sierra Summers
Sierra Summers
Albertsons Companies Director of B2B MarketingJanuary 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
675 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
1082 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
798 Views
8 Answers
Dan Ahmadi
Dan Ahmadi
Branch VP Demand Generation and International MarketingSeptember 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
2550 Views
4 Answers
Krista Muir
Krista Muir
Snowflake Senior Manager, Streamlit Developer MarketingAugust 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
1097 Views
5 Answers
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, IndiaJuly 5
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
459 Views
7 Answers
Sierra Summers
Sierra Summers
Albertsons Companies Director of B2B MarketingJanuary 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
646 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
958 Views