Topline Elaine Zelby on AI and Marketing: Lessons in Operational Scaling
18 snips
Jul 10, 2025 Elaine Zelby, Co-founder and CRO of Tofu and former partner at SignalFire, shares cutting-edge insights on B2B marketing. She reveals the importance of variable pay for marketing teams and how AI can tailor strategies for thousands of accounts simultaneously. Zelby also discusses the complexities of marketing attribution and the need for a simplified MarTech stack. From revenue leadership lessons to the emerging landscape of B2B influencer marketing, her perspectives challenge conventional thinking and illuminate paths to success.
AI Snips
Chapters
Books
Transcript
Episode notes
AI Scales True ABM Personalization
- Generative AI enables true one-to-one account-based marketing at scale.
- Teams can personalize marketing efforts for thousands of accounts with similar effort as for one.
Incentives Drive Revenue Behavior
- Align incentives carefully to shape better team behavior and results.
- Think two steps ahead to anticipate impact and coordinate handoffs within the revenue team.
Simple, Variable Compensation Works
- Keep incentive plans simple and variable for marketing, sales, and customer success.
- Attribute credit based on visible, trackable touches; avoid over-complicating attribution.
