OnBase: Smashing Sales and Marketing Misalignments Ep. 427 | Empowering Business Success through Data-Driven Insights and Collaborative Marketing
Episode Summary
In this episode of Sunny Side Up, host Chris Moody interviews Paige Marsin, a Marketing Strategy Specialist at Palo Alto Networks and Demandbase Champion on her transition from higher education to the fast-paced tech industry. Paige emphasises the unexpected advantages of imposter syndrome in driving efficiency and innovation. She underscores the value of precise, data-driven targeting over broad campaigns. Drawing from her past, Paige highlights how working with tight budgets has honed her resource optimisation skills, even in a well-funded environment. This episode dives into insights such as the significance of tracking accounts across funnel stages and the importance of critical metrics in campaign evaluation.
About the Guest
Paige is a seasoned marketing specialist, passionate about data-driven sales and marketing strategies. She started her career in higher education where she learned the importance of using data in her marketing campaigns. She is an expert in ABM/ABX and takes pleasure in learning new targeting strategies to keep Palo Alto Networks ahead of the competition. Outside of work, Paige is a mom to two very active boys, enjoys yoga and hiking.
Key Takeaways
- Imposter syndrome can be an advantage. It challenges individuals to achieve better results with fewer resources, leading them to optimise efficiency and innovation.
- Focus on what delivers the most value, not just where there's ample budget.
- Prior experience in lean environments can inform strategies in better-funded sectors.
- The “Spray and Pray” approach is broken. Precise targeting, backed by data, is more effective than a broad marketing approach.
Not every process has to be templated – When standardised tools or platforms don't cater to unique business needs, manual customisation is worth the effort.
- Continuously tracking account movement through varying funnel stages, from top to mid to lower, is vital for valuable insight.
- Metrics and data-driven insights are crucial in evaluating campaign success. Metrics like account lift, engagement rates, and impression counts are particularly significant.
- Centralising the process through a dedicated team ensures effective targeting without oversaturating shared accounts across multiple go-to-market strategies.
Quote
"We are empowered to make our own decisions. It’s very different from higher education, where you have to go through a slew of approvals to get something done.” – Paige Marsin
Recommended Resource
The Gifts of Imperfection by Brene Brown
Shout-outs
Lauren Daley – Director, Marketing Operations at Palo Alto Networks
Lauren Beer – Digital Product Manager at Palo Alto Networks
Jeremy Schwartz – Sr. Manager, Global Lead Management & Strategy at Palo Alto Networks
Connect with Paige Marsin | Follow us on LinkedIn | Website