Ep. 468 | How to Scale Marketing with AI and ABM?

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

This episode of Sunny Side Up discusses scaling marketing at a fast growing tech company with Sally Winter, Marketing Director at Benefex. Sally shares insights on implementing AI strategies to stay competitive and challenges in the B2B landscape. She details how her company effectively measured ABM campaigns through a repeatable model leveraging existing content and targeting personas. Sally emphasizes the importance of great content and brand building for future buyers. She also discusses scaling teams and measuring influence over vanity metrics. Valuable lessons are provided on using events for emotional connectivity and recommending books on transforming the B2B journey.

About the guest

An award-winning content producer and SaaS marketer, Sally specializes in the workplace technology sector, where she’s led marketing functions in start-ups, scale-ups, and multinational enterprises. She’s currently the Marketing Director for Benefex, the tech company that uses employee benefits, recognition, and wellbeing platforms to power exceptional employee experiences for global companies.

Connect with Sally Winter

Key takeaways
- AI's strategic significance in modern marketing and challenges in B2B implementation

- Importance of understanding AI innovation in martech and buying solutions well

- Using existing content and a repeatable model to run effective ABM campaigns on a limited budget

- Building brand awareness before lead generation as only 5% of buyers are in market at a time

- Measuring influence over just vanity metrics from events and activities

- Scaling teams while cutting across functions like marketing, demand gen, and customer success

Quotes

"AI is going to fundamentally change marketing. And it's going to fundamentally change the types of jobs that people do in marketing forever." -Sally Winter

Recommended Resource

Books

Sally suggests "Transforming the B2B Buyer Journey" by Tony Wade. She found it a useful reframing of familiar buyer journey concepts.

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