Steve
B2B marketing consultant, former Google demand gen leader · Independent
Webinar
Key takeaways
- 3:02Select your target audience by conversions into happy customers, not MQLs or SQLs — Influ2 found different profiles converted to customer at the same rate, so they focused on the maturity level that retains best and on the specific titles and seniorities that lead to closed-won deals.
- 11:08The 2016 one-to-one/one-to-few/one-to-many pyramid is outdated: ForgeX splits ABM into Enterprise ABM (1:1 dedicated campaigns, or 1:few clusters of 25 accounts or less, typically at $250k+ ACV) and tiered Growth ABM for coverage of hundreds or thousands of accounts.
- 25:27Per the 95-5 rule, only about 5% of your book of business is in market at any time — marry third-party intent (organized by use case and pain point) with first-party engagement to show sales not just who is in market but what they are likely in market for.
- 30:36Don't make sales hunt for data: serve buying signals proactively via weekly email digests or Slack alerts inside their existing workflow — Venafi's reps had been manually augmenting the database two to six hours a week before engaged contacts were served up to them.
- 55:00Multi-threading is a low-hanging-fruit play for stalled opportunities: single-threaded deals win at 7% versus 31% when multi-threaded, so run retargeting ads that pull additional buying-committee personas (like sales leaders) into open deals.
In Steve's words
“If you can really truly understand the unit economics of marketing and the programs you run and then apply that to how the business makes money, you are by far on another level compared to others in the organization.”