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Steve Armenti
Group marketing manager, global demand generation , Google
About
Seasoned demand and growth expert with 15+ years experience leading revenue marketing teams for Fortune 500 companies. Currently at Google. Connect with me on www.LinkedIn.com/in/stephenarmenti
Content
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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 πππππ πππππ‘π§ π£π₯π’ππππ?" to ensure marketing's hypothesis matches the people that sales regularly encounters as leads of contacts ......Read More
773 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
764 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
694 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
688 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
688 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
684 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
679 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
677 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
677 Views
Steve Armenti
Google Group marketing manager, global demand generation β’ October 27
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
676 Views
Credentials & Highlights
Group marketing manager, global demand generation at Google
Top 10 Demand Generation Contributor
Knows About Event Marketing Strategy, Customer Marketing Strategy, SMB Demand Gen, Demand Generat......more