Moon Kang 🚀
Director of Digital Marketing & ABM, Showpad
About
I'm a customer-obsessed, data-driven marketer focused on full funnel optimization at Front. My goal at Front is to strategize, launch, and optimize world-class [digital] marketing initiatives with an "always be testing" model to create the most fr......more
Content
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
I break out the DG metrics into two groups: 1. Demand generation Here I focused on generating demand through "push" campaigns to our ICP accounts. I call this "push" because I am essentially shoving our ads in front of folks who never asked for it. I look at things like ad impressions, CTR, e......Read More
1774 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
OOH is admittedly something I am not too experienced in. In the past, I've run geofenced display and paid social ads but those were more or less attributable to that region, so it was a hybrid OOH and digital campaign (probably closer to a directly attributable digital campaign). However, my ......Read More
1695 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • January 10
1. Cost per $1 of pipeline I see a lot of teams simply focus on cost per lead, then cost per opp, then cost per closed won -- but when you look at cost per $1 of pipeline, or even better, cost per $1 of annual recurring revenue, you will start to understand how efficient your demand gen machine ......Read More
1417 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
I would consider data and metrics to be synonymous in most cases, however, if I had to define it individually, I'd say data is the raw format of all the little quantitative metrics we are collecting on an individual, company, or campaign. Metrics are a bit more aligned to the quantitative data th......Read More
946 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
I think strategies like ABM are decided upon when you identify a strong, core ICP that you can trust both quantitatively and qualitatively. ABM requires a solid ICP to understand who to go after but strong qualitative feedback from sales leadership validates and supports that ICP. When you have t......Read More
915 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
Some of the insights I've seen that led to direct action items are misalignment on lead follow-up and poor multi-threading practices. If a lead comes in after seeing an ad about purple bananas, searches on Google for "purple bananas" and clicks on our ad that claims we have the best purple ba......Read More
909 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
The demand gen team is goaled on inbound stage 2 Salesforce opportunities. Not only do we need to create demand, but we also have to capture it, nurture it, and progress it down the sale funnel, all while increasing velocity by removing friction at every stage of the prospects' journey. The i......Read More
908 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • July 20
I believe a successful structure requires a robust data analyst on both Marketing and RevOps. The RevOps analyst is very important because they decide, based on the company's revenue goals, how many various SFDC stages are needed to hit that goal. They understand the stages and their progression ......Read More
899 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • December 7
IMO -- we are tapped out in "cutting edge" tools in 2023. There are no cutting-edge tools that would replace good strategy. It doesn't matter how easy your tool makes sending physical gifts to prospects or how well your enrichment tool works -- without the right strategy in communicating with you......Read More
899 Views
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • January 10
Demand gen is responsible for every stage of the funnel but accountable for stages where they have ~50%+ of the influence on that stage compared to sales. For example, Demand generation at the awareness stage is 100% responsible for delivering that message to the masses by driving the DG mac......Read More
881 Views
Credentials & Highlights
Director of Digital Marketing & ABM at Showpad
Formerly a child
Top 10 Demand Generation Contributor
Studied at Baruch College | Zicklin School of Business
Lives In New York, NY
Knows About SMB Demand Gen, Digital Marketing, Experimentation, Integrated Campaign Marketing, Sa......more