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Can you provide a good example of how messaging evolves as a customer moves through the funnel?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

Messaging should evolve to reduce uncertainty at each stage, not just add detail.Top of funnel answers why this problem matters now.You name the problem, put language to ...

372 Views

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

Mindy Servello

Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y

A marketing organization that is set on a traditional waterfall for KPIs (ex: AQL, MQL, etc.) will need to adjust metrics for an ABM approach. This does not mean the enti...

1,239 Views

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

Steve Armenti

twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

Metrics are the quantitative measures of ABM performance. They provide a snapshot of what is happening at a certain point in time, such as website visits, leads/ MQLs, en...

1,158 Views

Which KPIs are key to determining if an ABM campaign is successful?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

Account coverage and penetration.How many target accounts are actually being reached, and how deep into the buying commitee we are getting.Account engagement quality.Repe...

360 Views

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

Dan Ahmadi

Upside.tech Co-Founder, GTM + Operations • 3y

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 surfac...

8,074 Views

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

Sheridan Gaenger

Salesforce Senior Director of Field Marketing, Platform • 2y

No update should ever come as a "surprise" to leadership or key GTM stakeholders. Account-based marketing (ABM) is a strategy that is developed in partnership with sales,...

2,490 Views

How do you define ABM?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

I said it earlier, but it bears repeating: I don’t necessarily believe in ABM as originally defined. I think ABM is just really good targeting combined with specific, int...

499 Views

What are indicators of knowing ABM is successful to scale?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

Like most programs, you should scale ABM when the results are repeatable, not just positive. In other words, I look for consistent progression across multiple accounts - ...

512 Views

What are specific tactics that a budget is associated with for your role in account based marketing?

Think of 80/20

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 5mo

In ABM, i've separate fixed-cost tactics from variable-cost tactics and only actively manage budget against the variable ones.Direct mail and gifting are mostly fixed. Co...

492 Views

What are best practices for when employing Account Based Marketing?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

From my experience, the best practices for employing ABM are to align on the few things that matter the most and be disciplined with follow-up. Overall, the mechanics are...

446 Views

How are you best determining ROI for ABM campaigns?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

I determine ROI in a few ways, but primarily by pipeline and revenue impact. Engagement metrics are great leading indicators, but only if they move deals to close. Primar...

462 Views

How would you define your current ABM strategy?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 8mo

My current ABM strategy is a tiered model (1:1, 1:few, 1:many) that prioritizes fewer, higher-potential accounts with personalized, multi-channel engagement. My account s...

576 Views

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

Sierra Summers

INFI VP of Marketing • 3y

I don't think ABM at its core is all that different from landing net new vs cross/upsell/expansion. If you boil it down, you are taking a set of channels and tactics and...

2,132 Views

When do you begin to prepare to duplicate a strategy that has proven successful?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

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 appl...

706 Views

What is your tried and true method of assessing an organization’s goals to determine the customized proportion of inbound to outbound leads needed for success?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

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 percen...

1,773 Views

As you assess the performance of an Account Based Marketing campaign in progress, which reports are important to take action on immediately?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

The key word here is "immediately." I struggle with that. The first reason I struggle is that I don’t trust data at face value. When results look too good or too bad, I d...

543 Views

How do you rinse, repeat and scale?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 1y

There are a couple of ways to interpret this question. One way is process; how do you create a system that lets you operate efficiently, rinse, repeat, and scale? The sec...

824 Views

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

Mindy Servello

Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y

If this is asking how to identify the right target accounts, that is a collaboration between marketing and sales. This is a critical, foundational step when crafting a GT...

1,271 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?

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing | Formerly Sentry, Udemy for Business, Demandbase • 3y

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 sa...

3,311 Views

What are primary KPIs for Account Based Marketing?

Andy Ramirez ✪

GitLab Head of Growth Marketing • 2y

I don't see them as fundamentally different than all up marketing KPIs, but the emphasis likely changes. Some you might value more are:Account penetration / engagement Av...

1,359 Views

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

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 3y

The first question is always “What are your business objectives/priorities today?”. Align everything to it. After that you can look at marketing metrics like:1. What ...

680 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?

Steve Armenti

twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

I would make sure your leadership team is built into the vision for what the MarTech is going to unlock. Even after their approval, keep them in the loop on your implemen...

876 Views

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

Steve Armenti

twelfth founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

The ideal percentage depends a lot on the industry, ICP, and your goals. I'd say a general guideline is:Top of funnel (TOFU): 60-70%Middle of funnel (MOFU): 20-30%Bottom ...

788 Views

Do you use intent data in your ABM model?

Sheridan Gaenger

Salesforce Senior Director of Field Marketing, Platform • 2y

There is no other way. If you’re not going to invest in intent data, then don’t try to do ABM, you’ll waste money and employee calories. I’ve heard companies say “oh we w...

1,857 Views

How does sales channel structure affect your internal partnerships?

Mindy Servello

Calendly Head of Demand Generation | Formerly Ping Identity, Calendly • 2y

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 ...

1,773 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?

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing | Formerly Sentry, Udemy for Business, Demandbase • 3y

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-functio...

2,026 Views

What are tactics that are currently working best for you?

Bhavisha Oza

Gong Performance Marketing Lead | Formerly Genesys, Instapage, Red Hat • 2y

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, updat...

1,680 Views

Demand Generation Strategy · Account Based Marketing Strategy