In this debut episode of IQ Live, pharosIQ’s Marketing Director, Katrina, kicks off the series by delving into the key elements of B2B marketing. The show promises to cover crucial topics such as Go-to-Market (GTM) strategies, Account-Based Marketing (ABM), and intent data, alongside broader discussions on resilience, innovation, and the impact of collaboration.
Katrina is joined by Sophia Agustina, a recognized leader in GTM strategy, who has made significant strides at IBM with achievements like a 30% pipeline conversion and 20% year-over-year growth. Throughout the episode, Sophia shares insights from her extensive career and discusses the tactics that have propelled her to success in the competitive world of B2B marketing.
Key Highlights:
- Sophia Agustina’s Journey: Sophia shares her 15-year B2B marketing experience, including her pivotal role at IBM and her transition from B2C to B2B.
- Effective GTM Strategy: Importance of understanding customers, defining an Ideal Customer Profile (ICP), and integrating approaches in GTM strategies.
- Data-Driven GTM: Insights on sourcing and utilizing data, identifying key signals, and applying intent data effectively.
- Challenges with Intent Data: Discusses accuracy issues and the importance of testing data through pilot programs.
- Buyer Journey Signals: Explores signals to focus on when limited resources and budgets require precision focus for pipeline conversion and acceleration.
- The 9 C's Framework: Overview of her 9 C’s framework, focusing on customer, culture, collaboration, and content.
- Final Takeaways: Emphasizes continuous learning, agility, and embracing new technologies in B2B marketing.
Tune in to gain valuable insights from one of B2B marketing’s most accomplished professionals as Katrina and Sophia discuss the strategies that drive success in today’s dynamic market.
Access the full episode on demand here.
