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Account Based Marketing Strategy

What are primary KPIs for Account Based Marketing?

1 Answer

Docker SVP, Growth Marketing (CMO Role) • March 14

I don't see them as fundamentally different than all up marketing KPIs, but the emphasis likely changes. Some you might value more are: * Account penetration / engagement * Average deal size * Win rate * Average contract value * CAC/LTV * NPS * Influenced expansion / retention ......Read More

863 Views

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

5 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • 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

3149 Views

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

8 Answers

Sierra Summers

Albertsons Companies Director of B2B Marketing • January 18

This is a great question! I can't tell you the number of times I've created content because someone in the C-suite thought it would be a good idea, or because a sales reply simply couldn't close a deal with a highly customized 1-pager. The truth is - content should be created with a purpose......Read More

1118 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?

4 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

An onboarding plan and a dedicated owner! I'm sure you've seen it before too-- you buy something new and shiny, and it takes a lot longer to implement and use than expected. Fast forward a few months or years and you realize nobody is using it anymore and it's shelfware, ready to be cancelled. I......Read More

1348 Views

When taking inventory of all content assets, what percentage of content should be for the top, middle, and bottom portions of the funnel?

6 Answers

Kanchan Belavadi

Snowflake Head of Enterprise Marketing, India • July 5

This is not a one-size-fits-all solution. I have found that the content pieces through the funnel vary based on what are the current business objectives, challenges and gaps. If you are a new business and trying to generate mindshare and attract visitors to your website, you’d need more assets at......Read More

725 Views

Do you use intent data in your ABM model?

8 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

I'd love to, but we have yet to find an intent vendor that has data rich enough for our specific segment that would indicate readiness to buy. For other companies, I've seen this to be really effective, especially when 10s or 100s of people might start researching something the moment a problem i......Read More

2812 Views

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

10 Answers

Dan Ahmadi

Branch VP Demand Generation and International Marketing • September 8

1. Sales Leadership If you're in the B2B SaaS space, you'll know that marketing alone does not generate deals. We engage prospects and customers, bring them to the surface, and rely on AEs and sales development to mature that relationship, converting them to meetings and subsequently, deals. If ......Read More

4156 Views

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

8 Answers

Sierra Summers

Albertsons Companies Director of B2B Marketing • January 18

Work with your sales team! You can use a lot of different tech and methods to identify target accounts, but if your sales team isn't bought in, you won't be successful. I suggest using tools or conducting a TAM analysis to narrow down the list of potential accounts a tad small. Have the sa......Read More

1027 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?

5 Answers

Krista Muir

Snowflake Senior Manager, Streamlit Developer Marketing • 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

1637 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?

5 Answers

Erika Barbosa

Counterpart Marketing Lead • April 3

To update stakeholders with information that helps them efficiently communicate the importance of your account-based marketing (ABM) strategy to their teams, I recommend the following steps: 1. Identify your stakeholders. Who do you need to collaborate with versus who do you need to inform?......Read More

482 Views

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