Text us your thoughts on the episode or the show!

Can the latest ABM technology truly revolutionize your marketing strategy, or is there more beneath the surface? Join us on this compelling episode of OpsCast as we sit down with Jessica Fewless and Andrea Frazier to explore the oft-misunderstood world of Account-Based Marketing. Jessica brings a rich tapestry of experience from her unique career journey that includes transitioning from sales to marketing, with a notable stint in non-profit organizations. Meanwhile, Andrea shares how her solid background in agricultural economics provided her with the analytical prowess essential for excelling in marketing operations. Together, they unveil personal stories and professional insights that shed light on unconventional paths to success in ABM.

In this episode, we challenge the misconceptions surrounding the implementation of ABM technology. The discussion focuses on the critical need for strategic planning and data readiness before purchasing ABM tools. We dissect the common pitfalls faced by companies who rush into technology investments without a solid ABM strategy, often leading to less-than-stellar results. Jessica and Andrea emphasize the importance of due diligence, continuous evaluation, and validation of sales claims to ensure that your ABM initiatives are on the right track from the onset.

We also delve into the operationalization of ABM, highlighting the essential role of Marketing Operations (MOPs) in both strategic planning and execution. Drawing from pilot programs and real-world examples, we discuss how to set realistic expectations and effectively utilize existing technology to drive success. Moreover, we explore the transformative potential of MOPs professionals when they transition from mere order-takers to crucial players in shaping ABM strategies. By asking insightful questions and demonstrating strategic thinking, MOPs can significantly contribute to the overall success of ABM initiatives. Don’t miss this opportunity to gain valuable insights and practical advice from our esteemed guests, Jessica Fules and Andrea Frazier.

Episode Brought to You By MO Pros 
The #1 Community for Marketing Operations Professionals

Meet Jeto, your new Marketo campaign co-pilot!

Jeto is an application that centralizes all your campaign intake into a single place by allowing  marketers to easily create, launch, and manage campaigns without stepping foot in Marketo. 

The best part is that it also fully automates the Marketo program builds, enforces governance, and integrates with your entire martech stack.

Ready to cut costs, speed up your campaigns, and make marketing operations a breeze?

MOps-Apalooza is back by popular demand in Anaheim, California! Register for the magical community-led conference for Marketing and Revenue Operations pros.

Support the show