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Steve Armenti

Steve Armenti

founder @ twelfth ⚡️ data-driven ABM ⚡️ at twelfth

Boulder, CO

Seasoned demand and growth expert with 16+ years experience leading revenue marketing teams for Fortune 500 companies. Connect with me on www.linkedIn.com/in/stephenarmenti

Content

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

Sales and operations. I recently talked about this on LinkedIn and here's the strategy I like for aligning GTM teams on ABM. ask sales "who matches our 𝗜𝗗𝗘𝗔𝗟 𝗖𝗟𝗜𝗘𝗡𝗧 𝗣𝗥𝗢𝗙𝗜𝗟𝗘?" to ensure marketing's hypothesis matches the people that sales regularly encounters as leads of contacts get sales' feedback on your 𝗕𝗨𝗬𝗘𝗥 𝗝𝗢𝗨𝗥𝗡𝗘𝗬 - agree on the way customers actually want to learn about and purchase your product share your 𝗨𝗡𝗜𝗤𝗨𝗘 𝗩𝗔𝗟𝗨𝗘 𝗣𝗥𝗢𝗣𝗢𝗦𝗜𝗧𝗜𝗢𝗡 with sales to determine if this is the way they actually t ...Read More

1,778 Views

Do you use intent data in your ABM model?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

Yes. Intent data plays an important role in three areas:

  1. Developing your ICP

  2. Building a target account list

  3. Feeding insights into the funnel to trigger marketing or sales activities

If you're going to use intent, think about what else you can use those intent signals for besides at the point of acquisition. A lot of intent vendors want to sell you leads with intent, ask if you can get just the intent and then think about where that intent can drive marketing or sales activity.

1,326 Views

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

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

Metrics are the quantitative measures of ABM performance. They provide a snapshot of what is happening at a certain point in time, such as website visits, leads/ MQLs, engagement rates, and conversion rates. Analytics is the process of organizing, interpreting, and displaying ABM metrics to identify trends and patterns--often in a dashboard. It involves understanding the data for trends into why things are happening the way they are. Insights are the conclusions drawn from the ABM analytics proc ...Read More

1,148 Views

What is your methodology for identifying the right company targets in an ABM strategy?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

I like to build target accounts lists WITH sales. It's a shared activity. I've used this framework often as a starting point.

  1. Figure out your data sources

  2. Develop your ICP

  3. Scrub the data

  4. Segment the list

  5. Launch it

Depending on the size of your TAM, you may want to establish a hierarchy of accounts. Something like this:

  1. Account universe: every account in your TAM

  2. Target account list: every account in your SAM

  3. Segmented account lists (usually many): the accounts that receive your marketing

1,048 Views

How do you update stakeholders with information that helps them efficiently communicate the importance of your Account Based Marketing strategy to their own teams?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

There's some great tips here. Ultimately, you own the story that others are going to tell about your work. You should be communicating it vs letting it go through the echo chamber.

I would institute an email or internal comms strategy that brings people along your journey from start to finish. Excite and entertain people. Make it interesting. Talk about wins and losses. Invite others to get involved and participate.

973 Views

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

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

You'll need to adjust the way you measure account vs lead activity: Instead of measuring leads generated, measure account engagement and influence Instead of measuring marketing qualified leads MQLs, measure account qualified opportunities Instead of measuring pipeline creation, measure pipeline and account progression Instead of measuring customer acquisition cost only, measure account lifetime value and develop ROI of CAC <> LTV Then align those KPIs with sales goals Work with sales to d ...Read More

955 Views

How do you measure success with 3rd party demand-generation agencies? What is your experience and did you have any success in driving demand gen through 3rd party agencies?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

This is tricky because lead generation providers want you to measure based on CPL or mqls. That's wrong. The truth is that none of these leads will be qualified or sales ready at the start. It's your job to identify your ICP and work with these vendors to receive leads that match your ICP. So I analyze vendor performance and match rate of my ICP. I also evaluate them based on lead quality, rejection rate, and data quality

931 Views

What is your tried and true method of assessing an organization’s goals to determine the customized proportion of inbound to outbound leads needed for success?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

Start with the business targets to understand what the goals of the business are. Slice those business targets by available segments such as: region, country, solution, etc. Then look at the historical conversion rates within each segment to understand what's worked in the past. Build your model off the historical data to find out where you should be investing. Now, put together a recommendation that invests in the highest performing channels in the regions with the best win rates.

911 Views

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

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

ABM for new customer acquisition is focused on identifying, engaging, and converting high-value accounts (your ICP). The goal is to acquire and build relationships with key decision-makers at your top accounts and demonstrate the value of your solution via marketing campaigns. ABM for expanding / cross-sell / upsell is focused on deepening relationships with existing customers. Your account list is smaller and more defined. The goal is to understand data and signals that will help your team iden ...Read More

894 Views

In addition to buy-in and budget, what support is needed from other internal teams to set up an organization for success with a new Martech solution?

Steve Armenti
Steve Armenti

Google founder @ twelfth ⚡️ data-driven ABM ⚡️ | Formerly Google, DigitalOcean • 2y

I would make sure your leadership team is built into the vision for what the MarTech is going to unlock. Even after their approval, keep them in the loop on your implementation progress. Then when you're live, socialize your successes and failures with leadership and xfnl teams. Bring people along for the ride and get them excited about what you're doing. Specifically, I'd build relationships with teams in marketing, sales, operations, product, and anyone else that is part of go to market. You m ...Read More

868 Views
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