What does it really take to make account-based marketing work at scale? For Jess Larkin, Director of Strategic and Financial Services Marketing at Confluent, it’s about building the right team structure, working closely with sales, and getting creative with content – especially when it comes to repurposing.
In this episode, Jess shares how she turns assets created for a broad audience, like whitepapers and webinars, into highly personalized content for key accounts, and why that approach works better than starting from scratch. She also talks about the role of account pods, finding great vendor partners, and how AI is being used (carefully) to support the process.
Find out:
How to repurpose core assets into one-to-one content for ABM
What makes a vendor feel like an extension of your team
How to balance in-house strengths with external support
How cross-functional account pods support personalized marketing
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