Francisco Chamorro, Director of Marketing and Communications at BBSI, explores what it takes to build marketing programs that are both strategically sound and operationally resilient in an environment where tools multiply, budgets tighten, and alignment is everything.
Francisco is a seasoned B2B digital strategist with a decade of experience building global demand generation, ABM, and brand awareness programs across industries.
The conversation covers a wide range of topics that every B2B marketing leader will recognize as Francisco shares his philosophy on treating internal and external communications with the same discipline because if your internal audience is not bought in, no external campaign will succeed.
He breaks down his practical 80/20 operating model for balancing long-term brand building with short-term demand generation, and explains why most MarTech pitfalls come down to two simple mistakes that are entirely avoidable. He also offers candid lessons from his career: fail fast, build for repeatability before scale, and above all, stay curious.
What You’ll Hear:
• Why internal alignment is the true foundation of any successful marketing campaign and why Francisco’s rule is simple: if your internal users do not buy in first, it does not matter how good the campaign is
• How to apply the same communications framework to both internal and external audiences, using cadence, relevance, and data-driven iteration to keep all stakeholders engaged and informed
• The two most common MarTech pitfalls Francisco sees across teams: letting tools drive strategy, and failing to fully utilize the tools already in the stack and how to avoid both before adding anything new
• Francisco’s 80/20 operating model: spend 80 percent of your time and capacity on the activities that pay the bills and drive long-term growth, and reserve 20 percent for experimentation then promote what works into the 80 and scale it
• How to scale ABM programs by building around a single strong core message and then tailoring it by vertical rather than trying to personalize from scratch for every segment
• Why content repurposing is not a shortcut but a strategic necessity: give every piece of content the longest possible lifespan by resharing it, because most of your audience will not see it the first time
