In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources.
Guest Bio:
Dina Otero is the VP of Demand Generation at MissionCloud, a premier AWS consulting partner. With over a decade of experience in B2B marketing, she is responsible for driving demand generation strategies, including account-based marketing, to fuel MissionCloud's growth.
01:13 Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program
05:17 Identifying target accounts using intent data, website activity, and partner insights from AWS
08:06 Leveraging existing channels and content assets for ABM outreach and engagement
14:21 Creating generative AI use case content to make the concept more tangible and actionable
19:06 Measuring success through engagement metrics, pipeline, revenue, and account coverage
22:46 Using different dashboards to report relevant KPIs to different internal audiences
25:49 Roadblocks faced —including data management and alignment challenges
28:10 Advice for building an ABM program — collaborate with sales, start small, and over-communicate
Transcript not available.
LINKS MENTIONED
LinkedIn: https://www.linkedin.com/in/masoncosby/
TikTok: https://www.tiktok.com/@marketingmason
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