Ep. 139 - From Stage to Strategy: ABM Unlocked - Brianna Miller

In this episode, Vince Quinn sits down with Brianna Miller, Director of Demand Generation at Cohere Health, to break down what really makes ABM campaigns effective in long-cycle, high-stakes B2B healthcare. Brianna shares how she segments a tiny, complex market of health insurers, balances deep personalization with scalable strategy, and builds ABM programs that influence pipeline—without annoying decision-makers.

They also dive into Brianna’s public speaking journey, why she believes in teaching what you love, and how being an adjunct professor has sharpened her skills on and off the stage.

Guest Bio

Brianna Miller is the Director of Demand Generation at Cohere Health, a healthcare technology company focused on improving collaboration between payers and providers through AI-powered clinical intelligence. With over a decade of experience in healthcare tech and a specialty in account-based marketing (ABM), Brianna builds highly-targeted multi-channel campaigns that drive real engagement with key stakeholders in complex markets.

She’s also an adjunct professor at the University of Missouri–St. Louis, where she teaches foundational marketing to undergraduates and shares her deep industry insights from the field to the classroom.

Takeaways

• ABM is about precision: segment by tech stack, persona, and sales stage.
• One-to-few ABM balances personalization and efficiency.
• Cohere’s dual-audience model (payers buy, providers use) requires nuanced messaging.
• You don’t need the biggest budget—you need the right intent signals.
• Collaboration with sales is non-negotiable: shared dashboards and insights drive success.
• Public speaking is easier when you share what you love.
• Great content = something your audience can take home and use immediately.

Chapters

00:00 Intro: Meet Brianna Miller from Cohere Health

01:25 What Cohere Does and Its Unique Buyer/User Split

03:03 Brianna’s Multi-Channel ABM Playbook

04:18 Tools, Data Sources, and the "Know One Payer" Rule

06:23 Why Bad Personalization Is Worse Than None

07:10 What Is ABM? Brianna’s Definition

08:21 One-to-One vs. One-to-Few vs. One-to-Many

10:13 How to Execute One-to-Few Campaigns Step-by-Step

12:34 Measuring Account Engagement and Marketing Influence

13:11 Sales Collaboration: Account Picks, Messaging, and Dashboards

14:57 What Pipeline Influence Looks Like in Long Sales Cycles

16:29 From Stage to Classroom: Brianna’s Approach to Teaching

18:39 What Makes a Great Talk? Think Tangible Takeaways

20:25 Being Yourself on Stage = Content That Connects

22:27 Where to Find and Follow Brianna

LinkedIn

Follow Brianna Miller on LinkedIn

Check out her website: https://beingyourbrand.com

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