In this episode, host Mason Cosby interviews Dina Otero, VP of Demand Generation at MissionCloud, about building a scalable ABM program with limited resources. ========================================= Best Moments: (01:13) Dina Otero's role at MissionCloud and inheriting a tech stack to build a scrappy ABM program (05:17) Identifying target accounts using intent data, website activity, and partner insights from AWS (08:06) Leveraging existing channels and content assets for ABM outreach and engagement (14:21) Creating generative AI use case content to make the concept more tangible and actionable (19:06) Measuring success through engagement metrics, pipeline, revenue, and account coverage (22:46) Using different dashboards to report relevant KPIs to different internal audiences (25:49) Roadblocks faced —including data management and alignment challenges (28:10) Advice for building an ABM program — collaborate with sales, start small, and over-communicate ========================================= Guest Bio: Dina Otero is the VP of Demand Generation at MissionCloud, a premier AWS consulting partner. With over a decade of experience in B2B marketing, she is responsible for driving demand generation strategies, including account-based marketing, to fuel MissionCloud's growth.