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Account Based Marketing Strategy

How do you update stakeholders with information that helps them efficiently communicate the importance of your Account Based Marketing strategy to their own teams?

5 Answers

Erika Barbosa

Observable Head of Growth Marketing • April 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

How does sales channel structure affect your internal partnerships?

1 Answer

Mindy Servello

Calendly Head of Demand Generation • October 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

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

7 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

675 Views

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

8 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • 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

1082 Views

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

8 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • 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

798 Views

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

8 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

2550 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?

4 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • 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

1097 Views

When taking inventory of all content assets, what percentage of content should be for the top, middle, and bottom portions of the funnel?

5 Answers

Kanchan Belavadi

Snowflake Head of Enterprise Marketing, India • July 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

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

7 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

646 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?

6 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • 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

958 Views

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