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Season 11, Episode 1

Building A Strong Operational Base For Effective Account-Based Marketing

Featuring: Nadia Davis, PayIt

Nadia Davis is the Senior Director of Revenue Marketing and Marketing Operations at PayIt, a government tech SaaS company serving 100 million people across the U.S. and Canada. During her conversation with co-host Klaudia Tirico on the show floor at B2B Marketing Exchange East in Alpharetta, GA, Davis discussed the challenges and strategies for implementing a successful Account-Based Marketing (ABM) program. 

Specifically, Davis highlighted the importance of operations in ABM success, noting that many organizations underestimate this aspect. She also emphasized the need for alignment across the go-to-market (GTM) team, effective training of BDRs, and the critical role of data attribution. Davis also cautioned against over-reliance on AI for sentiment analysis, stressing the need for a robust technical foundation for ABM.

Tune in town to uncover: 

  • Challenges in implementing ABM strategies; 
  • Gaps between marketing and sales in ABM initiatives; 
  • The importance of a business-centric ABM strategy; 
  • How to communicate the value of ABM to stakeholders; 
  • Methods for reporting and tracking ABM;
  • Tips for training sales team for ABM; and
  • The future of ABM and the role of AI. 


RELATED LINKS: 

B2B Marketing Exchange Podcast
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Official Podcast

The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

Deadline: DECEMBER 15, 2023

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