The Ultimate Account-Based Demand Gen Map: Buying Stage, Channel, Offer, and KPI

Presented by

Jodi Cerretani, Sr. Director of Demand Generation at RollWorks

About this talk

As marketers, we all have the same fantasy: Pick a list of target accounts, send them all a demo request offer via the cheapest channel available and get 100% to book a meeting for < your average CPL. But, we all know (or should know) this isn’t reality. In fact, data shows that 76% of your target accounts are unaware of you, which means you’ll need to do quite a bit more work before sending off that demo offer and not all channels (or KPIs) are appropriate. Join Jodi Cerretani, RollWorks’ Sr. Director of Demand Gen, as she shares a straightforward prescription on how to effectively map your offers, channels, and KPIs based on target account buying stages. Specifically, you’ll learn: - How to use intent and engagement signals to group your target audience by stage - The best channels and offer to progress your accounts further down the funnel - The ultimate KPIs per buying stage and how much you should budget per outcome

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RollWorks, a division of NextRoll, Inc., offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small —from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit