The Makegood Podcast: Recent Episodes
Bill
Syncing all activities to optimize MediaMath’s B2B marketing strategy. What marketing looked like before MediaMath’s current MarTech stack. Building out Ideal Customer Profile (ICP) lists and developing a true scoring mechanism for target accounts. The challenges that come with building a fit model and working with early results. Converting from a tedious manual spreadsheet process to an automated “Always On” approach. Creating an automated dashboard for sales that shows prioritized accounts. Freeing up time to enable a more creative approach to targeted campaigns. How the Everstring, Bombora, Marketo, and Salesforce tech stack works for MediaMath’s sales and marketing teams. How they rank and prioritize tier 1, tier 2, and tier 3 target accounts. What’s next for marketing: bringing in first-party data to create micro-campaigns on granular data points. 1-to-1 Account-Based Marketing tactics that push high value accounts over the finish line. What is next for MediaMath, and what pieces of the strategy can continue to develop. What results have come of automation, and how they’ve attacked attribution challenges.
Long-time marketing technology pundit and thought leader Jay Famico, co-founder of Capstone Insights, joins host Mike Burton. They address the effects of the technology revolution in B2B marketing and sales, including the way strategy serves as a flywheel for success. Jay asserts that while having a strategy is important, without having a technology-supported execution plan, the strategy will remain stagnant.
The premiere episode of Inside Intent covers the history of Bombora’s data asset and how it came to be known as the B2B Data Co-op and Company Surge®. Hear it all straight from guest and Bombora’s CEO and founder, Erik Matlick, as well as Inside Intent host and Bombora co-founder, Mike Burton. They cover it all: from building a propensity model for B2B research, to avoiding the oversaturated B2C market.