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