Scaling Account-Based Marketing Without Losing the Personal Touch with Jess Larkin
Update: 2025-06-03
Description
What does it really take to make account-based marketing work at scale? For Jess Larkin, Director of Strategic and Financial Services Marketing at Confluent, it’s about building the right team structure, working closely with sales, and getting creative with content – especially when it comes to repurposing.
In this episode, Jess shares how she turns assets created for a broad audience, like whitepapers and webinars, into highly personalized content for key accounts, and why that approach works better than starting from scratch. She also talks about the role of account pods, finding great vendor partners, and how AI is being used (carefully) to support the process.
Find out:
- How to repurpose core assets into one-to-one content for ABM
- What makes a vendor feel like an extension of your team
- How to balance in-house strengths with external support
- How cross-functional account pods support personalized marketing
- The limits of AI – and why context still matters
Important Links & Mentions
- Jess on LinkedIn: https://www.linkedin.com/in/jesslarkin/
- Confluent: http://confluent.io/
- Amy on LinkedIn: https://www.linkedin.com/in/amywoods2/
- B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/
- Content 10x: https://www.content10x.com/
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