Baer: Over-focusing on bottom-of-funnel ABM is a trap for B2B marketers
Nicole Baer · The Top Marketing Strategies for AI-Driven Growth with the CMOs of Snowflake, LinkedIn, and Carta · Nov 1, 2024 · at 25:24
Nicole Baer, CMO of Carta, discusses balancing brand and demand generation across marketing channels.
0:00 / 0:10exact quote · 10.1s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“I really try to avoid the trap that many B to B marketers focus on, on being way too bottom of the funnel account based, and remember that we have to make sure we're covering the full funnel.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Nicole Baer
Baer: Marketing mix modeling tools like HockeyStack and Alembic are game-changers
“I'm the most excited about marketing mix modeling from companies like HockeyStack and Alembic. That to me could be a game changer. Plus, I'm so tired of arguing about attribution. With the various spokes, this is, can plus up beyond attribution where you reall…”
Baer: Carta is pivoting to build ERP software for fund CFOs
“And we're making this strategic transition to creating software for the office of the fund CFO. We see fund CFOs for VC and for private equity as being incredibly underserved. They're still using Excel. They're still using single points of sale here with accou…”
Baer: VC and PE fund CFOs are underserved and rely on Excel
“We see fund CFOs for VC and for private equity as being incredibly underserved. They're still using Excel. They're still using single points of sale here with accountants. They use other vendors that are primarily service forward as opposed to software forward…”