#219: Strategy | ABM and AI for Outbound with Trinity Nguyen, CMO at UserGems
B2B Marketing with Dave Gerhardt
Intro
This chapter discusses the pivotal role of product marketing at UserGems, guided by its experienced CMO. It focuses on the company's use of account-based marketing to strategically target key accounts and explores the integration of AI in enhancing outbound marketing efforts.
In this episode, Dave sits down with Trinity Nguyen, CMO at UserGems, to discuss her journey from first business hire to CMO, the role of product marketing in B2B, and how AI is transforming outbound sales. Trinity got started at UserGems’ by building their first website for free, then got hired as Head of Marketing and has shaped the company’s ABM strategy and demand generation playbook.
Dave and Trinity cover:
- Why every startup should hire a product marketer
- How to develop a strong vision and align with product teams
- Scaling outbound with AI-driven ABM and sales engagement
Timestamps
- (00:00) - - Intro to Trinity
- (07:40) - - Why product marketing is the foundation of great B2B marketing
- (09:17) - - The importance of positioning and messaging in a competitive market
- (11:26) - - How Trinity rebuilt UserGems’ website for free before joining the company
- (12:43) - - Negotiating your role and setting the foundation for marketing
- (14:19) - - Why marketing should own SDRs and outbound prospecting
- (16:00) - - The early days of building demand gen at UserGems
- (17:38) - - Differentiation and positioning in a crowded market
- (19:43) - - Aligning marketing with product teams and company vision
- (22:37) - - Developing ICP and refining target accounts
- (25:22) - - Why outbound was the first major pipeline driver for UserGems
- (27:12) - - Transitioning from a startup to a growth-stage company
- (29:27) - - How UserGems runs ABM at scale
- (31:41) - - The AI shift in outbound marketing and its impact
- (34:53) - - AI for sales outreach and improving outbound efficiency
- (38:17) - - Why Trinity was initially skeptical about AI in outbound
- (41:00) - - Cutting spend while increasing pipeline with AI-driven outbound
- (43:44) - - The role of brand and inbound marketing in a demand gen playbook
- (45:56) - - Why traditional inbound marketing didn’t work for UserGems
- (47:42) - - Creating engaging demand gen campaigns
- (49:37) - - Final takeaways
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***
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