81: GTM Transformation with Alignment, Multi-touch Attribution, and Heart - with Kacie Jenkins, SVP Marketing at Sendoso

Women in B2B Marketing

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Kacie Jenkins, Senior Vice President of Marketing at Sendoso. Kacie, who transitioned from a career as a country music artist to B2B marketing, shares her unique journey and insights. The discussion emphasizes the importance of human connections, authenticity, and personalization in marketing. Kacie highlights strategies for building effective teams, the evolving landscape of Account-Based Marketing (ABM), and the need for close collaboration between marketing and sales teams. The episode underscores the power of genuine relationships and thoughtful approaches in driving marketing success.

Kacie talks us through:

• Strategies for building high-performing marketing teams.
• The importance of human connections and authenticity in marketing.
• Insights into Account-Based Marketing (ABM) and its current trends.
• Sendoso's approach to selecting target accounts based on fit and intent signals.
• Various tools for tracking multi-touch attribution in marketing campaigns.
• Challenges faced by marketers, including the pressure for immediate results.
• The need for collaboration between marketing and sales teams.
• The significance of personalization in marketing outreach.
• Evaluating and adapting marketing strategies based on effectiveness.
• The role of thoughtful gifting in building relationships.
• Embracing individuality and diverse perspectives in the workplace.

Key Links:

Guest: Kacie Jenkins: https://www.linkedin.com/in/kaciejenkins/

Host: Jane Serra: https://www.linkedin.com/in/janeserra/