Keara Cho
Sr. Director, Field Marketing, Salesforce
Content
Keara Cho
Salesforce Sr. Director, Field Marketing • August 16
The key to a successful marketing campaign is segmenting your target audience correctly and being customer-obsessed. But your job is not just to drive people to websites and have them fill out a form to become a lead; it’s to be responsible for the entire customer journey. In fact, 56% of high-pe......Read More
4179 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • August 16
Have a beginner's mind. What worked in the past might not work in your new position (or it may? But you have to test it first before implementing something full blown). The challenges you have faced leading other teams are not going to be the same set of challenges you will face in your new r......Read More
2983 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • August 16
Everything starts with a great organic strategy and an SEO friendly website. When I ran demand gen at a very small company, the sales team was just starting to ramp up and I didn’t have a budget so website/content was where I focused on first. In parallel, if you have a direct sales team outside ......Read More
2606 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • August 16
This question is very similar to the one titled: Are there specific channels you think are a foundation to a Demand Generation strategy? Short answer is focus on your website and email channel first. In addition to what I discussed in that section, I would highlight recommend aligning with you......Read More
2155 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • August 16
Here's a quick laundry list of things to consider without diving into your business model and marketing plans. 1. Partnerships: Do you have partners you can work with to integrate a call-to-action? For example, in one of our small business campaigns where we were targeting small business owner......Read More
1896 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
Get the metrics for these following measures so you can share with your internal stakeholder how ABM is impacting the business on 1 page. * Marketing's contribution to revenue including YoY compares (as a percentage against the business overall revenue & dollar amount) * Marketing's cont......Read More
1027 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
I will keep this answer short and sweet. If a strategy drives quality pipe generation I would immediate duplicate and continue to refine.
1001 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
The way I think about ABM metrics are 3 folds: 1. What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. 2. How are we helping our seller build relationships? These can be measured in the form of marketing responses or event a......Read More
965 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
What a great question. I never thought about data in this way. Thanks for forcing me to think through the differences as it relate to KPIs vs. data to help inform vs. pure noise. Metrics: These are the key performance indications that, you as a marketer, should evaluate your programs and your ......Read More
917 Views
Keara Cho
Salesforce Sr. Director, Field Marketing • October 25
Go to market as ONE team with your sales counterpart. Ensure the accounts you are targeting is 100% aligned with sales strategy. Your sales team is going to change courses during the quarter/mid-year; pivot with them and ensure you are always aligning to their top priority accounts. Educate y......Read More
764 Views
Credentials & Highlights
Sr. Director, Field Marketing at Salesforce
Demand Generation AMA Contributor
Lives In San Francisco, California, United States
Knows About SMB Demand Gen, Sales / Demand Gen Alignment, Growth Marketing Strategy, Channel Mix,......more