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

November 2, 2020

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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