Ciara Hopkins

In this insightful discussion, Judy Sheriff, an experienced client-side marketer, along with ABM strategist Ciara Hopkins and marketing operations expert Scott Schilling, explore the essentials of Account-Based Marketing. They emphasize the importance of aligning marketing and sales efforts and understanding your Ideal Customer Profile. The trio shares tips on leveraging existing CRM tools, measuring success through engagement metrics, and ensuring clear communication across teams. Their key takeaway? Without foundational alignment, ABM initiatives are destined to fail.

Ciara Hopkins, VP of Demand Generation at Refine Labs, and Matthew Sciannella, Senior Director of Demand Generation, bring their B2B marketing expertise to the table. They discuss the evolving landscape of B2B marketing post-pandemic, stressing the importance of adaptability and long-term growth. Key topics include the critical role of brand awareness despite immediate ROI pressures, the need for a strategic content approach tailored to customer journeys, and leveraging historical data for data-driven marketing goals. This insightful conversation is a roadmap for success in a competitive environment.