S02E24: Unlocking B2B Growth: Strategies and Insights from Jolie Shapiro of Caspian Studios
SHOW PROFILE
Welcome to the ABM Voice podcast where we interview leading B2B sales & marketing experts about their ideas, best practices, & the latest trends that can help you in your ABM journey.
GUEST PROFILE
Jolie Shapiro's insightful career journey & innovative marketing strategies provide valuable insights into the dynamic realm of B2B marketing, showcasing the intersection of creativity, technology, & community building.
With an eye on the future, Caspian Studios, under Jolie's leadership, positions itself for deeper data analytics & optimization, recognizing the evolving role of ABM tech in streamlining processes while maintaining a human touch in personalized engagement.
HOST PROFILE
Arun Gopalaswami, an ABM Evangelist, is the CEO of Recotap - a personalization-focused ABM product. Recotap, being an AI-powered Account-based Marketing platform, helps marketers to programmatically reach high-value Accounts, at scale, using the power of data &personalization. It has been purpose-built for B2B companies to boost their marketing effectiveness by 2X.
Previously, He had co-founded a for-profit social enterprise brand - MarketStreat - to facilitate direct market access to micro & small business owners using technology & digital interventions.
In his previous stints at corporate enterprises, he has worked extensively in identifying &delivering business values to his clients, including several Fortune 100 companies, in the Telecom, Banking, &Service industry verticals.
He is very happy to connect with like-minded folks who are interested in ABM & B2B marketing.
You can connect or follow his LinkedIn profile or even get in touch with him through Recotap.
KEY TAKEAWAYS
- Evolution of demand gen, shifts from blogging & SEO to a focus on dark social, community-building & co-marketing initiatives.
- Demand creation involves engaging the 95% of prospects not currently in the market by creating brand awareness & interest.
- Demand gen is more MQL-focused, emphasizing lead capture through various channels.
- Intersection of demand creation, demand gen, & ABM, with Caspian using podcasts & webinars for demand creation &d ABM.
- Retargeting, newsletters, & webinars used for nurturing prospects in the middle to bottom of the funnel.
- Gift campaigns, CEO engagement on LinkedIn, & personalized interventions are employed to accelerate pipeline movement.
- Their podcast features discussions on B2B content marketing using pop culture references, appealing to specific personas in their ideal customer profile (ICP).
- Sales handoff occurs primarily for inbound leads & those engaged through podcasts, focusing on gold, silver, & bronze ICP segments.
- Actively building infrastructure in Salesforce to improve data analytics, measure impact, & optimize performance.
- Jolie's dashboard reflects the diverse lead sources, & the team is working on connecting data points to measure account engagement, meetings booked, revenue, &other key metrics.
- Role of ABM tech, noting the importance of automation & tools in enhancing the efficiency of ABM strategies.
Have any feedback? Write to us at podcast@recotap.com
Post-Production: Kelkoo Productions. (kelkoo.productions@gmail.com)
