#AskJessABM Tweet Chat Recap: The Most Asked ABM Questions

Last week, our Senior Director of Field and Partner Marketing, Jessica Fewless, took over the Demandbase Twitter account for our first #AMA chat focused on Account-Based Marketing. Within one hour, we generated over 140 tweets that reached over 100,000 people.

Here are a few of our favorite questions along with their answers:

1. What advice can you give for those exploring marketing automation and ABM?

Marketing automation solutions are typically designed to focus on known individuals, rather than accounts. To be successful with ABM, you’ll need to execute an ABM strategy directly from your MAS. This gives you the ability to organize contacts around accounts, increase conversion rates through shorter forms and append and validate records from company firmographic data. To learn more about this topic, check out our latest infographic.

2. Which metrics do you think are the most relevant?

For too long, B2B marketers have relied on vanity metrics to measure the impact of their efforts. We’ve reported on things like impressions, CPMs, click-through rates, web traffic, unique visitors and conversion rates. While these metrics are important to measure at a campaign level, they aren’t good indicators of true business impact—instead, you’ll need to grade your performance on metrics that are tied closely to revenue. Measure things like target account activity, lift, opportunities, pipeline, closed revenue, ACV and win/loss rates.

3. Any recommendations for companies building out their ABM tech stack? 

When it comes to ABM technology, you should leverage the technology you already have and then identify pain points in your marketing process. From there, you can start to evaluate new technology to fix gaps and develop new tactics and strategies.

4. Tips for getting Sales and Marketing to partner well on ABM initiatives? 

You can get Sales and Marketing on the same page by agreeing upon a target account list—the companies with the most potential to your business (which can include customers, prospects and partners or a mix of all three). Here’s a helpful post to get you started.