Mindy Servello
Head of Demand Generation, Calendly
About
I am a high energy, data-driven marketing leader with a proven track record of building, driving and scaling demand generation engines and achieving any pipeline goal set in front of my team. In additional to demand generation, I have a background......more
Content
Mindy Servello
Calendly Head of Demand Generation • October 27
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 directions with this question, I will leave it at this - no matter the sales structure when first building an ABM strategy, fin......Read More
1102 Views
Mindy Servello
Calendly Head of Demand Generation • October 27
The most critical internal partners to include for an account based marketing strategy are departmental leaders, sales and, depending on the organization, various areas of the organization - ex: design, web, marketing operations. ABM is a true orchestration between many areas of the organizati......Read More
952 Views
Mindy Servello
Calendly Head of Demand Generation • October 26
Intent data is vital to leverage within an ABM strategy because it can help marketers identify in-market accounts. 6Sense recently shared that 78% of high-intent accounts they surface to clients weren’t even in their CRM. That means without leveraging intent data, we are missing out of SO many po......Read More
925 Views
Mindy Servello
Calendly Head of Demand Generation • October 27
Since ABM extends beyond marketing, it is very important that stakeholders are equipped to share information about the motion to their own teams. How you approach this can depend on the communication preferences/tools within the organization. That said, one way impactful way that anyone reading t......Read More
907 Views
Mindy Servello
Calendly Head of Demand Generation • October 27
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 GTM ABM strategy. The two biggest ABM missteps I see are - 1. marketing working in a silo on their own target account list 2......Read More
870 Views
Mindy Servello
Calendly Head of Demand Generation • October 27
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 entire org needs to rip and replace their current success metrics, but when it comes to the specific ABM motion, it should be held ......Read More
859 Views
Mindy Servello
Calendly Head of Demand Generation • October 27
When it comes to net-new logos and expanding within current customers, the key differences are within two areas - brand awareness and a key point-of-contact (POC). When expanding within current customers, the brand awareness is there whereas it is not for net-new logos. Net-new logo target acc......Read More
824 Views
Mindy Servello
Calendly Head of Demand Generation • February 1
Trust is just as vital in B2B as it is in B2C. I think trust is built with many factors and having a great corporate marketing function greatly helps, but one main driver that demand generation can focus on is validity. Specific third-parties and customers are great for showcasing your organizati......Read More
573 Views
Mindy Servello
Calendly Head of Demand Generation • February 1
Before getting to results, there should be an expectation set with the demand generation team that everything must have a hypothesis crafted before going to market. Then you report on that. I have found many marketers do not do this foundational step which can result in just doing work for works......Read More
411 Views
Mindy Servello
Calendly Head of Demand Generation • February 1
Before going to market, I believe any strong demand generation practitioner or leader needs the segmentation, targeting and positioning (STP) crafted. An STP is a three-part formula to help marketers segment their audience, target the right buyers and/or influencers and position their solutions i......Read More
409 Views
Credentials & Highlights
Head of Demand Generation at Calendly
Formerly Ping Identity, Calendly
Top Demand Generation Mentor List
Demand Generation AMA Contributor
Studied at Suffolk University, MBA I University of Southern Maine, B.S. Business Administration and Marketing
Lives In Boston, MA
Hobbies include running, reading, baking, momming
Speaks English