Demand Generation

Account Based Marketing at SOCi

I oversee the day-top-day marketing operations for one of 7 business units in our company. Our primary approach to marketing is called Account-Based Marketing (ABM), where the goal is to “shoot high percentage shots” based on marketing data gathered through our own platform and 3rd party platforms like 6sense. Our application of ABM is highly personalized and very collaborative with our sales teams. I often write emails, paid ad copy, and marketing collateral that the sales team deploys. Beyond this, I analyze data and manage reporting on a daily basis to ensure we’re well informed, optimized, and aligned. I also put together an internal marketing kit for the sales team I work with so that they can easily find and access any content we’ve already created or whatever sales materials that they may need. On this page you’ll see all of that, some campaigns, and metrics that back up my claims.

Sprints

Every quarter we execute two 6-week sprints that consists of 15 prospect accounts per salesperson. Sales are required to hit a minimum of 2 touchpoints per contact per week. In my role, I build the cadences that the sales team follows to meet these touchpoint requirements, an example of this (with result metrics) is the image below (left). I’ve personally copywritten all of the touches in these cadences. The results have led to the 2 most successful sprints in company history (Q2S1 2022, Q2S1 2023). Our KPI is account-to-opportunity rate (A2O%); in these 2 sprint campaigns we saw a 7% and 8% A2O rate (company average is 4.31%). You can see some of these real results below this (right).

Creative Examples

In this role, I’ve not only written, but also, designed content pieces for our touchpoints. Below are a few examples of that. First, this is a landing page that recipients can get to via QR code at events, email link, and paid search/display ads. Second, this is a marketing campaign email sent by marketing (me) to reengage prospects. Third, this is a direct mail piece consisting of a St. Patty’s Day themed can of mints, a sell sheet, a QR code, and a message from the team. Fourth, this is a long form content piece used in Syndication, handed-out at events, and also lives on a landing page we direct traffic to via email, search ads, and display ads; view it here.

Another big part of my role is collaborating with the sales team and making sure they have the marketing materials they need to be successful. In order to streamline requests and make it easier for them to find the content they need I put together an internal site where they can find everything from sell sheets to webinars to case studies and any past content piece. It looks something like the images below.