The Account Based Marketing Team is responsible for the strategy and implementation of Account Based Marketing campaigns and tactics to drive pipeline from a key accounts list (developed in collaboration with Sales and Marketing). We approach ABM strategy with a data-driven approach, continually testing and evaluating success of campaigns and tactics, connecting closely throughout the process across marketing, sales, and SDR teams for a fully integrated approach.
The goals for new first-order key account SAOs are derived from workbacks of sales pipeline projections and total accounts in the key account list. Attainment of these goals is a collaborative effort across ABM, Campaigns, Field Marketing, Sales, SDR, and Digital.
To see an overview of the FY23 ABM Plan, GitLab team members can search Google Drive for
ABM FY23 Plan.
OKRs = Objective + Key Result
In line with GitLab's overall communication guidelines, ABM managers work through MRs first and issues second (in order to preserve documentation), and our slack channel #abmteam is used for team updated and quick questions.
In between bi-weekly ABM Team calls:
ABM-Priority::Top: Immediate action needed, aligned to OKRs, ABM strategy, or top leadership asks. This category will be limited because not everything can be a priority. Timeframe: Immediate action needed.
ABM-Priority::High: Not requiring immediate action, but aligned to OKRs, ABM strategy, or leadership asks. Timeframe: Within weeks.
ABM-Priority::Med: Requests submitted that align to OKRs or ABM strategy. Process improvements to fix broken processes, or improve ABM team efficiency. Timeframe: Within months.
ABM-Priority::Low: Requests submitted that would be helpful, but can be pushed for higher priority issues. Nice-to-have improvements for ABM team processes. Timeframe: No specific timeline.
ABM-Priority::TBD: Requests that have not yet been prioritized by ABM.
ABM: DRI is in ABM team
demandbase: any issues that are related to Demandbase ABM campaigns
mktg-status::triage: the issue will be evaluated to determine if full details are included, and ask questions as needed if the scope/details are not clear
mktg-status::blocked: there were insufficient details in the issue for work to be triaged
mktg-status::triagein order for the request to be reviewed again.
mktg-status::wip: the issue is assigned and moved into appropriate time-based milestone
mktg-status::plan: this is used for work that is in an earlier stage of planning and a specific request has not been made
We ask that teams request work using the following issue templates in the ABM project. These templates more clearly indicate what information and details are required in order for the request to be triaged and fit into an existing milestone.
Note on timelines: Requests will be committed to as bandwidth permits.
ABM Team Issues:
The Senior Manager, Marketing Campaigns and ABM manages the budget in Allocadia.
This MURAL: ABM Tech Stack Integrations & Data Flow is a Work In Progress diagram to outline the integrations between Demandbase and other systems in our Marketing tech stack. The will continue to be updated as more information is made available.
The ABM team uses the PMG Reporting Dashboard to track performance and metrics for all paid media campaigns run through the PMG and GitLab Digital team. This dashboard covers many field breakdowns that PMG has mapped based on specific UTM values and naming conventions. The dashboard breaks down performance from top to bottom by Channel, Budget, Segment, Geo, Content, Language and weekly & monthly comparisons. The top of the dashboard features several filters to customize your view.
The default filter on the dashboard shows digital campaigns only. To show all paid campaigns, including ABM, select ALL fields under the
Budget filter. Once the
Budget filter is showing all values go to the
Team filter. This dropdown will show multiple marketing departments. Select
abm to see a summary of the ABM campaigns running or were previously ran depending on the date range.
If you want to see the performance and metrics for a single campaign you can select a specific campaign code under the
Campaign Code filter.
Campaign Code is the utm_campaign value added to our landing page URLs. Be sure to check your date range when selecting specific campaigns.
Note that refreshing your screen will reset the filters in the dashboard. You can also click
Reset at the top right of the dashboard. If the data has trouble loading or is loading with erros, click
Refresh Data in the menu bar at the top left of the dashboard. For more details on how to navigate the PMG reporting dashboard you can refer to this issue.
Drift is a chat platform used by SDRs to engage visitors on select webpages. When a site visitor interacts with the bot they will be taken through a customized series of questions offering the option to view the PathFactory track, chat with an SDR or schedule time to speak with an SDR.
We can create a specific welcome message, playbook, or chat landing page for ABM accounts. More information can be found here. To create any of the above open a Drift Campaign Issue for our Marketing Operations team.