Dan Cafiero
Sr Program Manager, ABM, Martech, Paid Media
Dan Cafiero is an ABM and content marketing expert who's been recognized as one of the Top 50 B2B Content Marketing Influencers and Experts by TopRank Marketing, and as a 2023 Champion by Demandbase.
Are all your enterprise customers ABM?
“ABM is a strategy that's broken out into tactics. So I wouldn't say a customer is or isn't ABM. They all qualify to be in an ABM program, depending on the amount of engagement or intent that they're giving us.”
How do you identify prospects and how do you enrich their data?
“By creating tailored messages around their pain points that we’re identifying with these platforms, our sales team can reach out and break that barrier. Which decreases the sales cycle, increases velocity, and accelerates our pipeline and revenue.”
How do you align and work with sales?
“ABM is all about alignment between marketing and sales - and how you turn insights into actions.”
What is the Engagement Minute Methodology?
“If you’re on our website looking at a certain enterprise page, that’s a score. If you’re a VP or a decision-maker versus an influencer, that’s weighted higher. So there’s scoring and weighting on every action.”
How many contacts do you target per account?
When you do a lead generation program you probably want to get at least 5 to 10 contacts per account, just because the response rate may be lower than you’re hoping to see.”
How do you personalize content at scale?
“When it comes to personalization you really want to focus on research and understanding the pain points and who your buyer is.”
Is there certain content that’s better suited for later stage opportunities?
“If you’re lower funnel, we’re gonna get you a demo, an ROI calculator, and that’s where I’ve seen the most success.”
How do you measure ABM success?
“Over time it’s less about MQLs and more about SQLs. How can we book meetings and generate pipeline.”
“ABM is a strategy that's broken out into tactics. So I wouldn't say a customer is or isn't ABM. They all qualify to be in an ABM program, depending on the amount of engagement or intent that they're giving us.”- Dan Cafiero