Lorena Garcia

Lorena Garcia, Senior Vice President of Marketing at FranConnect, leads a data-driven team focused on enhancing customer experiences. In this conversation, she emphasizes the importance of starting with a 'customer perspective lock-in' for effective marketing. Lorena shares how her team utilizes public growth signals and intent data to prioritize accounts and create personalized strategies. She discusses optimizing sales development through data segmentation and highlights the benefits of collaboration between marketing and sales teams. Discover practical tips for launching an ABM program without high-tech tools.