EP. 88 - Leveraging Existing Channels, Inheriting an ABM Tech Stack, and How to Measure ABM Success with Dina Otero of MissionCloud

Scrappy ABM

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<div class="span index">1</div> <span><a class="" data-remote="true" data-type="html" href="/series/insights-unlocked">Insights Unlocked</a></span>

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Insights Unlocked

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What does it take to create experiences customers love, craft campaigns that captivate, and drive measurable results? Insights Unlocked features candid conversations with the builders, creators, and innovators driving some of the world’s most impactful digital transformations. Tailored for marketing, product, UX and CX leaders, each episode delivers actionable insights to help you create customer-first strategies and stay ahead in today’s competitive landscape. Each episode is about 30 minutes long. From optimizing product launches to leveraging AI for smarter workflows, Insights Unlocked is your go-to resource for designing experiences that resonate, drive loyalty, and achieve business results. Guests include influential leaders like Brian Solis, April Dunford, Kate Towsey, Jacob Nielsen, Teresa Torres, and Judd Antin among others, offering their expertise in CX, UX, and innovation. The podcast also highlights strategies and success stories from leading brands such as Verizon, Signet Jewelers, Figma, Microsoft, Tesco Bank, and more. UserTesting leaders and industry experts join as guest hosts, alongside show producer Nathan Isaacs, award-winning journalist and Senior Manager of Content Production at UserTesting. Brought to you by UserTesting, the leader in human insights and proactive customer experience strategies, Insights Unlocked empowers CMOs and marketing teams to craft experiences that drive growth, loyalty, and impact. Listen and subscribe wherever you get your podcasts. Show notes, curated clips and more at usertesting.com/podcast.

for ca. et år siden 31:05

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In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources.

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Best Moments:

(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

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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.

157 episoder

#Entrepreneur #Business #Marketing #Mason Cosby

EP. 88 - Leveraging Existing Channels, Inheriting an ABM Tech Stack, and How to Measure ABM Success with Dina Otero of MissionCloud

Scrappy ABM

published for ca. et år siden

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