Keara Cho

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-performing marketers actively map the customer journey across their company. To successfully join this effort, you need to properly nurture customers. The top-of-mind nurture B2C companies are experts at t ...Read More

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 role. I will think about my conversion path and buyer's journey before I even think about what go-to-market channels I need to build or optimize.  Step 1: I would start off by listening to all the functional ...Read More

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 of a product led selling motion, I would align with your sales leader and all the regional managers and individual AEs. Demand generation is an extension of your sales team and tight alignment between sa ...Read More

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 your product leaders and support/customer service leaders the same way a demand gen leader would if they had a sales leaders they align with.  Your job is to convert users and help them adopt the product. Use ...Read More

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 owners we were able to partner with local banks to include our offering in their small business loan welcome package. I know integrations are tough and it requires more than marketing to champion so I would also ...Read More

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 contribution to pipe generation including YoY compares (as a percentage against the business overall pipe gen & dollar amount) Marketing's contribution to pipeline maturation including YoY compares not sure how y ...Read More

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 teams against. At the end of the day our job as marketers is to drive revenue alongside our go-to-market partners. Key metrics I've outlined in another AMA question that is worth mentioning here: What’s the ...Read More

The way I think about ABM metrics are 3 folds: What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. How are we helping our seller build relationships? These can be measured in the form of marketing responses or event attendance or executive engagement from decision makers in our ABM accounts (ie. VP+). How are we strengthen our account data with contact acquisition & contact enrichment/cleaning? Not only are we driving new contacts f ...Read More

The most simple answer I can give is that they are both very similar - demand gen and growth marketing roles drive X% of the company's Pipe Generation and Revenue. Both are responsible for driving cross-selling, additional users and add-on/upgrades, new logos and new business for the business. Now the difference is what channels demand gen owns vs. what growth owns. As a result of this, where demand gen and growth will sit in an organization might differ (i.e. demand gen within the CMO org, vs. ...Read More