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

This is a podcast episode titled, EP. 88 - Leveraging Existing Channels, Inheriting an ABM Tech Stack, and How to Measure ABM Success with Dina Otero of MissionCloud. The summary for this episode is: <p>In this episode, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> interviews <a href="https://www.linkedin.com/in/dinaotero/" rel="noopener noreferrer" target="_blank">Dina Otero</a>, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources.</p><p><br></p><p>=========================================</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program</p><p><br></p><p>(05:17) Identifying target accounts using intent data, website activity, and partner insights from AWS</p><p><br></p><p>(08:06) Leveraging existing channels and content assets for ABM outreach and engagement</p><p><br></p><p>(14:21) Creating generative AI use case content to make the concept more tangible and actionable</p><p><br></p><p>(19:06) Measuring success through engagement metrics, pipeline, revenue, and account coverage</p><p><br></p><p>(22:46) Using different dashboards to report relevant KPIs to different internal audiences</p><p><br></p><p>(25:49) Roadblocks faced —including data management and alignment challenges</p><p><br></p><p>(28:10) Advice for building an ABM program — collaborate with sales, start small, and over-communicate</p><p><br></p><p>=========================================</p><p><br></p><p><strong>Guest Bio:</strong></p><p><br></p><p>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.</p>