EMMA HARTSFIELD
Demand Generation and ABM
Where Marketing and Sales Generate Revenue
PULLING IT TOGETHER
INTEGRATED MARKETING CAMPAIGN
The closed-won rate was below target, so we needed a higher concentration of opportunities from our target ICP. We created a full-funnel industry-specific integrated marketing campaign for a 1:Many and 1:Few list of accounts.
PILOTING
Account-Based Marketing (ABM)
Demand generation is evolving from a focus on quantity of Marketing Qualified Leads (MQL) to a quality of Sales Qualified Opportunities (SQO) approach. We decided to first test ABM through pilots before going all-in.
The global demand generation team was creating 30,000 MQLs per year, but the conversion rate from MQL to SQO was low. We launched a series of ABM pilots to see if we could get better results with a more targeted approach.
RESTRUCTURING
Paid Search
Paid search can be an extremely effective but expensive way to generate opportunities for the sales team. Click below to discover how we increased new business opportunities by 50% year-over-year.
PARTNERING WITH SALES
Events
Face-to-face time has become a luxury in today's remote environment, which makes it even more valuable than ever. Marketing has long been the owner of these events but partnering with sales makes them profitable.
Partnering with the sales team to align on event goals and strategy is critical to pipeline generation.
NURTURING LEADS
Email Marketing and Webinars
Nurturing leads with email marketing and webinars feels like a must-have. But it is getting increasingly difficult to stand-out with inboxes being restructured by email service providers to filter out all of the promotional messages. Read how we increased SQOs by 12% by restructuring the email nurture and adding in industry specific content.
CAPTURING IN-MARKET ACCOUNTS
Directories
In 2022, I identified an opportunity to optimize the directory listings to make sure we were at the top of the list in all of our categories in the major directories. Demand Generation partnered with Customer Marketing to start a regular cadence for review campaigns, Product Marketing to make sure our directory listings were fully optimized, and the Demand Generation Managers managed bidding for optimal lead quantity and quality. We also created custom landing pages for these bottom-of-funnel leads that convert at a high rate. This resulted in six closed-won business opportunities in 2023 compared to zero in 2022.
EXPANDING EXISTING ACCOUNTS
1:1 ABM Client Advisory Board
In 2020, we created the inaugural client advisory board at AllenComm. While we did have to cancel our first in-person event scheduled for March 2020 in Park City, UT; we were able to tap into this group of strategic clients on monthly Zoom calls during the pandemic. Not only did most of these accounts grow throughout the pandemic, but we were able to gain valuable marketing insights from the discussions.