As a revenue marketer, you’re probably pretty familiar with ABM (account-based marketing). Why? Because it’s all about revenue.
As traditional marketing continues to decline, and inbound fails to fill the gap, more and more B2B marketers are shifting to targeted and personalized approaches to drive pipeline and revenue.
We already know how powerful a strategic approach ABM can be. However, implementing a successful ABM program at scale is not an easy task.
In this episode of Let’s Talk Revenue Marketing, our host Eve Chen is joined by Dan Cafiero, Senior Program Manager at Seagate Technology, who takes us through his extensive experience implementing ABM programs.
Key talking points:
- Building out an ABM program
- The challenges of implementing ABM
- Setting goals and assembling an ABM team
- The key factors to ABM success
- Embracing AI technology
Meet the guest
Dan Cafiero
Dan Cafiero is the Senior Program Manager at Seagate Technology and has an extensive background in B2B marketing and advertising. He has worked with prestigious brands in healthcare and tech, including Intel, Citrix, and FireEye.
Dan is an expert in account-based marketing (ABM) and has built two successful ABM programs from the ground up. He is committed to empowering his team and ensuring that everyone has a seat at the table. Dan's ABM success secrets include being organized, following up, and taking advantage of available resources.
He uses Demandbase to market to the right accounts and advises aspiring ABM practitioners to be advocates for their program, have the right data and technology, target and personalize, and measure, learn, and optimize always.
Meet the host
Eve Chen
A best-selling author, speaker, entrepreneur, veteran revenue marketer, and change driver with extensive experience from global organizations.
Eve developed the first iteration of the Revenue Generation Value Chain (RVC) and a maturity framework to help organizations transform into a high-performing system with a methodical approach by building a robust growth engine to exceed their goals. Eve authored Ascending Growth which provides practical insights into transforming Marketing into a strategic growth enabler.
Eve sits on a number of boards and leads a revenue marketing and growth performance agency, The Growth Engine, which focuses on helping businesses to accelerate their revenue growth.
Be on the podcast
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If there’s an area you’d like us to cover in a future episode, let us know on the Revenue Marketing Alliance community Slack channel.
Want to appear as a guest? Or do you know someone else who does? Contact hannah@revenuemarketingalliance.com with your pitch.
