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Account Based Marketing

Creating an ABM Content Map

Jackie Walts
October 15, 2019

ABM focuses on your company’s most profitable prospects, but who’s on the list is only the start.  It’s also critical that your company creates meaningful outreach with offers relevant to each prospect’s specific pain points.  And that means developing a hyper-targeted content plan for the entire sales cycle.  Here are some things…

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Account Based Marketing

Creating and Putting to Work an ABM Target Account List

Jackie Walts
September 27, 2019

Account Based Marketing (ABM), perhaps more than any other approach to marketing, is singularly and intensively focused on the perfect buyer, the “target” account. It stands to reason, then, that the highest priority of an ABM campaign is identifying and refining the best possible target-account list. This is where sales…

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Best Practices, Email

“What’s in it for Me?” Marketing

Jackie Walts
September 4, 2019

 “What’s in it for me?” may be the most important question in demand gen.  Because that’s what your prospects and customers are wondering every single time they hear from you.   They’re busy and have their own agenda, so they want your email, search campaigns, phone calls, social posts and website to focus…

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Account Based Marketing

Setting ABM Objectives

Jackie Walts
August 20, 2019

With any sort of demand generation, setting objectives before you start is critical to success.  If you don’t know what you want to accomplish, you’re going to fail.   But for ABM, the hyper-focus on select accounts means you can’t use “old” lead metrics like quantity of new leads or downloads.    Instead, you…

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Account Based Marketing

Seven Building Blocks to Launching a Successful ABM Program

Jackie Walts
July 23, 2019

If your company hasn’t already established ABM, the thought of starting a program from scratch can be daunting.    But how do you get started? If you’re a B2B marketer who is looking to set up ABM program within your organization here are some building blocks for success: #1 Get Everyone…

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Account Based Marketing

Another blog series on ABM?

Jackie Walts
July 12, 2019

If your company markets to a very specific audience or has a long sales cycle, Account Based Marketing (ABM) can help focus marketing and sales resources towards the accounts most likely to bring in the highest revenue. But a lot of companies don’t really understand how ABM works and may…

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Best Practices, Email

The 10 Biggest Email Mistakes

Jackie Walts
July 8, 2019

Email is the foundation of demand generation.  No matter what else you’re doing, if you want to reach a specific prospect with a tailored message, email is the way to go.  Plus, compared to other channels, it’s cheap!   However, it’s very easy to do email wrong.  Here are some of the biggest mistakes…

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Email

Subject Lines are Hard

Jackie Walts
May 1, 2019

An email subject line has one job – to get your email opened.  A simple task, but if you don’t nail it everything else you write isn’t going to matter.  So here are my top tips on creating really good subject lines: Writing a good subject line is very hard.  You don’t have…

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Data

Data and Demand Gen – what’s new?

Jackie Walts
March 6, 2019

Recent advances in give demand generation marketers tricks to reduce waste and gain better results. But, the sheer volume of options can be overwhelming. So, I thought I’d share what I’m finding most useful right now:  First – if you have marketing automation or CRM, there are probably new tools just…

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Analytics

Are you failing at measuring your demand gen campaigns?

Jackie Walts
December 5, 2018

The best thing about demand generation is that it’s measurable marketing, but so many companies don’t track their efforts. Is yours one of them?  Here are my thoughts on how companies are failing at measuring their efforts – and some easy solutions: They don’t set objectives. If you don’t know what…

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Latest Blog Posts

  • Tips for Developing Demand Gen Content
  • Tips for aligning between demand generation and sales
  • The Basics of Lead Scoring 
  • Top Tips for Forms and Landing Pages
  • Maximizing Return on Tradeshows
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