Steve Armenti

VP Revenue Marketing , DigitalOcean

About

Seasoned demand and growth expert with 15+ 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

DigitalOcean VP Revenue Marketing • October 26

Sales and operations. I recently talked about this on LinkedIn and here's the strategy I like for aligning GTM teams on ABM. 1. ask sales "who matches our 𝗜𝗗𝗘𝗔𝗟 𝗖𝗟𝗜𝗘𝗡𝗧 𝗣𝗥𝗢𝗙𝗜𝗟𝗘?" to ensure marketing's hypothesis matches the people that sales regularly encounters as leads of contacts ......Read More

870 Views

Do you use intent data in your ABM model?

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

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 besid......Read More

826 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

DigitalOcean VP Revenue Marketing • October 26

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.......Read More

749 Views

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

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

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 id......Read More

745 Views

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

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

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 creatio......Read More

731 Views

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

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

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 es......Read More

730 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

DigitalOcean VP Revenue Marketing • October 26

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 ......Read More

715 Views

What are the best questions to keep top of mind when conducting a content audit?

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

How well does the content align with the organization's overall business goals? Is it helping to achieve key objectives such as generating leads, increasing brand awareness, or driving sales? Can we measure it? Is the content relevant to our ICP? Does it address their pain points, interests, a......Read More

714 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?

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

Host a lunch and learn. Give people free lunch or a snack or something to attend. Then tell a story. Don't present facts and figures. If you're new to storytelling, try using ChatGPT or Bard. Here's a sample prompt: "Using the classic story structure, write me an outline to explain why a......Read More

712 Views

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

Steve Armenti

DigitalOcean VP Revenue Marketing • October 26

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 expandin......Read More