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Data and Analytics
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
OOH is admittedly something I am not too experienced in. In the past, I've run geofenced display and paid social ads but those were more or less attributable to that region, so it was a hybrid OOH and digital campaign (probably closer to a directly attributable digital campaign). However, my ......Read More
877 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
Some of the insights I've seen that led to direct action items are misalignment on lead follow-up and poor multi-threading practices. If a lead comes in after seeing an ad about purple bananas, searches on Google for "purple bananas" and clicks on our ad that claims we have the best purple ba......Read More
625 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
The demand gen team is goaled on inbound stage 2 Salesforce opportunities. Not only do we need to create demand, but we also have to capture it, nurture it, and progress it down the sale funnel, all while increasing velocity by removing friction at every stage of the prospects' journey. The i......Read More
623 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
Yes. It's nothing out of this world -- typical UTM parameters pass all the way through to the contact record, which, when an opportunity is created on the same account, passes through to the opportunity record, which we follow all the way down to closed-won. We then look at LTV:CAC down to the ut......Read More
591 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
I break out the DG metrics into two groups: 1. Demand generation Here I focused on generating demand through "push" campaigns to our ICP accounts. I call this "push" because I am essentially shoving our ads in front of folks who never asked for it. I look at things like ad impressions, CTR, e......Read More
1375 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
I would consider data and metrics to be synonymous in most cases, however, if I had to define it individually, I'd say data is the raw format of all the little quantitative metrics we are collecting on an individual, company, or campaign. Metrics are a bit more aligned to the quantitative data th......Read More
644 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
I believe a successful structure requires a robust data analyst on both Marketing and RevOps. The RevOps analyst is very important because they decide, based on the company's revenue goals, how many various SFDC stages are needed to hit that goal. They understand the stages and their progression ......Read More
620 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 21
I think strategies like ABM are decided upon when you identify a strong, core ICP that you can trust both quantitatively and qualitatively. ABM requires a solid ICP to understand who to go after but strong qualitative feedback from sales leadership validates and supports that ICP. When you have t......Read More
638 Views