83. Series 2 | Episode 46. How Marketers Should Impact More Than Just the Pipeline, with Kristina Jaramillo, President at Personal ABM Artwork

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83. Series 2 | Episode 46. How Marketers Should Impact More Than Just the Pipeline, with Kristina Jaramillo, President at Personal ABM

January 03, 2023 • Matt Dodgson • Season 2 • Episode 46

Today’s B2B tech marketers aren’t short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies.

But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never turn into revenue.

So what’s a better approach?

I’m joined by Kristina Jaramillo to discuss this very topic. And while Kristina isn’t suggesting the MQL is dead, she does talk about a proven approach to help marketers and companies increase their revenue.

We cover;

Why focussing on pipeline can be a problem
What metrics marketers should focus on instead, and why
How ABM can help companies increase revenue
How marketing teams should be structured
When you should start thinking about MarTech to support you
What skills and attributes Kristina looks for when hiring B2B tech marketers

And so much more.

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.

If you'd like to be a future guest on the Market Mentors podcast you can apply here.