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

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

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Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!