Kevin Alansky

If you’ve never… • Asked ChatGPT to “sanity-check the ROI” before a meeting • Renamed a deck to “Strategic Growth Framework” to justify budget • Debated attribution for 20 minutes • Approved a campaign because “sales wants this” • Asked for “one more slide” the night before launch …are you even working in marketing?

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Here's the ABM content "build & repurpose" flow we use to: - Connect sales & marketing playbooks - Deliver a consistent, relevant narrative for target account cluster across channels 1. Target specific use-case & personas Goal is to produce account and persona‑specific content that influences the entire buyer journey. A traditional ICP might define an ideal target as: - SaaS companies - $50M+ revenue - 500+ employees - Using Salesforce But this doesn’t tell you why they need your solution. Instead, we cluster target accounts on a specific use case and pain points driving their buying decisions. 2. Cluster narrative For the selected cluster, start by decomposing challenges of your best customers from that cluster. Bring together subject‑matter experts, sales, and deal analysis of your best customers. 3. Focus the team on an event narrative The event should adress a key challenge or a transformation that the target accounts need to go through. Why events work well: - Focuses the team on a concrete deliverable - Forces them to break down a generic challenge into specific jobs to be done, problems, solutions and why those problems exist - and connect them into a narrative - Each of these elements of the event narrative becomes a candidate for a LinkedIn post - Event creates a natural milestone with a hard deadline for your pilot - By defining events in this way, you make them genuinely useful to the target accounts 4. Turn the event into LinkedIn content for sales Sales shares content directly from their profiles because - They connect daily with buyers - It creates opportunities to start conversations This also shortens the feedback loop: you see which content resonates and leads to conversations. 5. Break content into three streams #1. Expert content (Goal: Nurturing). Infographics, templates, proprietary data, how-tos → positions the sales as a trusted advisor → each post becomes an input for the event deck #2. Curated content (Goal: Engagement). Collaborations, roundups, co-created posts → pulls in voices of buyers, peers, partners → allows sales to use content collaborations to start convos & get insight from target buyers #3. 1:1 account content (Goal: Account awareness): “account love letters” and personalized content hubs, tailored to specific accounts with high potential → guaranteed awareness creation @ target accounts → works incredibly well to start convos w/ buyers 6. Repurpose outputs Each piece of content feeds into the next: LinkedIn --> Event Deck --> Content Hub Content collabs (& webinar polls) --> LinkedIn --> Event --> Market research report --- The 2010s model optimized for traffic. The account-based model optimizes for influence in the accounts that matter. You're not waiting for the unpredictable inbound. You're creating awareness and demand in the specific buying centers of high-value accounts.

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Account-based Marketing list always looks great on paper… until half the names bounce. Some GTM teams build an ABM list once every week… and assume it stays valid forever. But the truth? Your accounts are changing faster than your data. New execs join. Budgets shift. Teams expand or churn. And your pipeline ends up chasing ghosts. Here’s the pattern we see: Static ABM = lag. Your CRM shows the world as it looked last quarter. Dynamic ABM = advantage. Your strategy updates in real time, as markets and teams evolve. That’s exactly what Persana’s Account Orchestration delivers: ⚡ Continuous tracking of org changes, funding, and team growth ⚡ Live detection of tech swaps and company expansions ⚡ Signals that flow directly into your campaigns and sequences No manual refreshes. No “who’s still here?” moments. Just accounts that evolve as your market moves. With Persana, your ABM can finally act like a living ecosystem.

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B2B buyers don’t move in a straight line. That’s why ABM has to be multi-channel. Email, social, content, webinars, every touchpoint matters. Here’s how the right mix builds trust and accelerates deals. Let’s design an ABM strategy that reaches your best accounts everywhere. #AccountBasedMarketing #ABMStrategy #B2BMarketing #DemandGeneration #RevenueMarketing #MarketingStrategy #B2BGrowth #SalesAndMarketing #GoToMarket #cdmmediagroup

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95% of ABM teams measure with traditional lead-based metrics instead of ABM-specific attribution according to data from Demand Gen. This explains why Gartner found that 39% of teams cite attribution as their top ABM challenge. You're running account-based programs but measuring with contact-based metrics. The math doesn't work. Teams can't prove ABM worked because attribution doesn't reflect how B2B deals close. Multi-stakeholder buying committees don't follow linear funnels. Touchpoints happen across channels over 6-12 months. Traditional attribution credits the last touch and ignores everything that built the deal. Here's what breaks: Treating all touches as equal. Early awareness activities and late-stage demos don't deserve the same credit. Map metrics to buying stages - track demand creation separately from demand capture. Measuring engagement instead of conversions. High engagement scores don't predict pipeline if you can't connect activity to revenue outcomes. Tie ABM to closed-won deals, not content downloads. Over-crediting ABM for deals it didn't create. If sales opened the account before marketing engaged, don't claim the revenue. Model pipeline influence without inflating results. Using spreadsheets for multi-touch attribution. CRM plus spreadsheets can't track account-level engagement across buying committees. Fix it with stage-based attribution and conversion modeling. Build systems that reflect buying behavior - multiple stakeholders, non-linear journeys, long cycles. Connect ABM activity to pipeline movement you can defend in budget reviews. Mason Cosby's live course on January 14 & 21 covers this where you'll learn to capture lost revenue, revive stalled accounts and attribute ROI. Link in comments. #ABM # Marketing #B2B

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Marketing leaders face increasing pressure to prove ROI, yet many struggle to connect spend to revenue. BigDBM's Intent Data provides clear ROI measurement through: Cost Per Lead Clarity - Understand acquisition costs for high-intent prospects Conversion Tracking - Monitor progression from intent signals to closed deals Revenue Attribution - Link specific campaigns to actual revenue generation Investment Returns - Calculate precise returns on marketing investments Our Intent Intensity Scoring creates a direct line from behavioural signals to business outcomes, enabling CMOs to demonstrate marketing's contribution to revenue with confidence. Prove marketing's impact on revenue with intent data that connects the dots: https://lnkd.in/dcWs6RuC #MarketingROI #ROI measurement #RevenueAttribution #MarketingAnalytics #B2BMarketing #CMOmetrics #DataDrivenMarketing #MarketingPerformance #BusinessImpact #MarketingMeasurement #RevenueTracking #CostPerLead #ConversionTracking #MarketingEffectiveness #BusinessOutcomes

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