What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks

Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.

Episode Links:

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/

Checkout RollWorks: https://www.rollworks.com/

Checkout Bombora: https://bombora.com/

Checkout G2: https://www.g2.com/

Read RollWorks blog: https://www.rollworks.com/resources/blog

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Timestamps: 

0:00:00 Introduction to the episode and guest, Jodi Cerretani

0:01:20 Jodi's disagreement with the idea that MQLs are dead

0:02:41 Jodi's definition of MQLs

0:04:40 The scoring and account targeting process at RollWorks

0:08:17 The different signals and categories of signals used at the top of the funnel

0:10:43 The upcoming launch of the "Hot Contacts" capability

0:12:15 Challenges faced in hitting targets and adjusting MQL definitions

0:15:42 The impact of COVID-19 on marketing strategies and programs

0:19:25 The metrics covered in weekly business reviews

0:23:22 The role of marketing operations in dashboard setup and reporting

0:25:02 The focus on efficiency and the reduction of testing budgets

0:26:08 The shift away from large conferences and towards smaller engagements

0:28:13 The importance of complete and accurate data for effective marketing

0:30:05 The excitement for the transformation of marketing towards efficiency

0:32:56 The value of learning from practitioners and peer-to-peer engagements

0:35:33 The power of the "Hot Contacts" capability for unlocking demand

0:38:29 The use of gifting and summarized takeaways for virtual events

0:40:48 The anticipation of marketing's role in strategic conversations

0:46:42 The under-the-radar game changer of "Hot Contacts"

0:49:14 Where to find more about Jodi and RollWorks' content

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!