Keara Cho

Sr. Director, Field Marketing, Salesforce

Content

Salesforce Sr. Director, Field Marketing, Keara Cho on Demand Generation KPI's

October 10 @ 10:00AM PST

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What are your top performing email strategies you’ve used historically?

Keara Cho

Salesforce Sr. Director, Field Marketing • August 17

The key to a successful marketing campaign is segmenting your target audience correctly and being customer-obsessed. But your job is not just to drive people to websites and have them fill out a form to become a lead; it’s to be responsible for the entire customer journey. In fact, 56% of high-pe......Read More

4225 Views

When you start a new position as a Demand Generation Leader, what are your first 3 steps in identifying the best channels to leverage to drive demand at that company?

Keara Cho

Salesforce Sr. Director, Field Marketing • August 17

Have a beginner's mind. What worked in the past might not work in your new position (or it may? But you have to test it first before implementing something full blown). The challenges you have faced leading other teams are not going to be the same set of challenges you will face in your new r......Read More

3019 Views

Are there specific channels you think are a foundation to a Demand Generation strategy?

Keara Cho

Salesforce Sr. Director, Field Marketing • August 17

Everything starts with a great organic strategy and an SEO friendly website. When I ran demand gen at a very small company, the sales team was just starting to ramp up and I didn’t have a budget so website/content was where I focused on first. In parallel, if you have a direct sales team outside ......Read More

2650 Views

What are the best ways to support a Product Led approach to demand generation - are there certain channels you think we should explore?

Keara Cho

Salesforce Sr. Director, Field Marketing • August 17

This question is very similar to the one titled: Are there specific channels you think are a foundation to a Demand Generation strategy? Short answer is focus on your website and email channel first. In addition to what I discussed in that section, I would highlight recommend aligning with you......Read More

2199 Views

When you work at an organization whose buyers are not present on many digital channels, what do you typically explore to reach them?

Keara Cho

Salesforce Sr. Director, Field Marketing • August 17

Here's a quick laundry list of things to consider without diving into your business model and marketing plans. 1. Partnerships: Do you have partners you can work with to integrate a call-to-action? For example, in one of our small business campaigns where we were targeting small business owner......Read More

1937 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?

Keara Cho

Salesforce Sr. Director, Field Marketing • October 26

Get the metrics for these following measures so you can share with your internal stakeholder how ABM is impacting the business on 1 page. * Marketing's contribution to revenue including YoY compares (as a percentage against the business overall revenue & dollar amount) * Marketing's cont......Read More

1066 Views

When do you begin to prepare to duplicate a strategy that has proven successful?

Keara Cho

Salesforce Sr. Director, Field Marketing • October 26

I will keep this answer short and sweet. If a strategy drives quality pipe generation I would immediate duplicate and continue to refine.

1037 Views

As you assess the performance of an Account Based Marketing campaign in progress, which reports are important to take action on immediately?

Keara Cho

Salesforce Sr. Director, Field Marketing • October 26

The way I think about ABM metrics are 3 folds: 1. What’s the revenue impact we are driving - early indicators include what’s our contribution to pipe generation. 2. How are we helping our seller build relationships? These can be measured in the form of marketing responses or event a......Read More

1004 Views

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

Keara Cho

Salesforce Sr. Director, Field Marketing • October 26

What a great question. I never thought about data in this way. Thanks for forcing me to think through the differences as it relate to KPIs vs. data to help inform vs. pure noise. Metrics: These are the key performance indications that, you as a marketer, should evaluate your programs and your ......Read More

924 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?

Keara Cho

Salesforce Sr. Director, Field Marketing • October 26

Go to market as ONE team with your sales counterpart. Ensure the accounts you are targeting is 100% aligned with sales strategy. Your sales team is going to change courses during the quarter/mid-year; pivot with them and ensure you are always aligning to their top priority accounts. Educate y......Read More