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

Scrappy ABM

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.