RX 10 - Building Your FY'26 Marketing Plan | Mindy Johnson, Sr. Demand Generation Manager, Bill
Description
In this week's episode of the Revenue Xchange, host Davis sits down with Mindy Johnson, Sr. Demand Generation Manager at Bill. Together, they unpack how to build a marketing plan that aligns with business goals and drives revenue impact.
Key Takeaways:
1.) Start with Your North Star: Align marketing goals with business objectives before getting into tactics. Cross-functional alignment with sales, BDR, and revenue ops is critical from day one.
2.) Use Data to Drive Targeting: Build an ABM ROI model using historical closed-won data to identify high-value accounts and determine where to place your biggest bets.
3.) Balance AI with Human Connection: Leverage AI tools like Clay and User Gems for efficiency and personalization, but reserve tier-one accounts for high-touch, human-driven plays like field events and direct mail.
Closing Note: Mindy provides a practical framework for 2026 planning, emphasizing the importance of signal-based prioritization, clear SLAs between teams, and relationship building as the foundation for successful ABM programs. For demand gen and ABM leaders, this episode outlines how to move from fragmented campaigns to strategic, revenue-focused execution.
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