Krista Muir

Director, Demand Generation, Sentry

Content

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

Krista Muir

Sentry Director, Demand Generation • August 23

* Metrics are the data points you are measuring the success of the campaign around (either leading or lagging indicators). This can be # of meetings from your account list, # of campaign responses per account, # of impressions or CTR by account, # of opportunities, $ pipeline generated,......Read More

1512 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

Sentry Director, Demand Generation • 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

949 Views

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

Krista Muir

Sentry Director, Demand Generation • 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

903 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

Sentry Director, Demand Generation • 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

889 Views

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

Krista Muir

Sentry Director, Demand Generation • 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

723 Views

Credentials & Highlights

Director, Demand Generation at Sentry

Top Demand Generation Mentor List

2023

Demand Generation AMA Contributor

Account Based Marketing Strategy

Lives In San Francisco, CA

Knows About Account Based Marketing Strategy