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Angela Shori

Angela Shori

Head of Marketing at eQ8

Austin, TX

I’m a B2B marketer with over 20 years of experience on both agency and client-side.

Content

For a lean startup with limited resources (1-2 marketers), but healthy budgets. How would you approach demand gen strategy and effectively develop campaigns that move the needle? What are the big questions to ask yourself?

Angela Shori
Angela Shori

eQ8 Head of Marketing | Formerly Vyopta • 2y

When resources are tight, every decision has to be the optimized and prioritization goes to those activities most likely to get your prospective buyer to find you. Understand who is most likely to buy from you RIGHT now. Focus on that segment. Spreading activity or budget too thin because you COULD serve all verticals will only mean that you will miss out on those most likely to become your customers. Keep your positioning narrow. Win in that segment and then build from there. Listen to recorded ...Read More

204 Views

In your experience, who are the most critical internal partners during the course of creating an Account Based Marketing strategy?

Angela Shori
Angela Shori

eQ8 Head of Marketing | Formerly Vyopta • 2y

Account Based Marketing strategy is a joint endeavor between sales and marketing leadership. In order to be successful, you should ensure: Strong alignment between sales and marketing on the strategic accounts to target. Some of this will be done at the AE level and some will be assigned by the VP of Sales. An understanding of which metrics actually matter (account engagement over legacy MQLs). Agreement over which tactics you’ll deploy (1:1, 1: many, etc). Access to historical tracking so that ...Read More

184 Views

Tips for managing stakeholder input: are there any templates or best practices for when to gather input and how to incorporate (i.e. whose feedback to incorporate vs. ignore, etc.), especially as it relates to a timeline?

Angela Shori
Angela Shori

eQ8 Head of Marketing | Formerly Vyopta • 2y

“A camel is a horse that was designed by committee.” - Sir Alec Issigonis Marketoonist Tom Fishburne has a fantastic cartoon on this as well. When determining stakeholder involvement in a project, it’s important to understand who should actually have input if you show a campaign or design to 20 people, chances are that they could all give you some suggestion for improvement, but the question is, how much of that is meaningful? When dealing with timelines and deadlines, clearly communicate with y ...Read More

176 Views