Camille Cohen

We all know segmentation is key, but it's often limited to company firmographics. So when Clay announced their integration with HG Insights today, I have been geeking out layering in new insights to our ABM list. Instead of rattling off a bunch of features or "what this means," I'm going to explain exactly how I plan on using this to paint the picture: 1) We know which accounts we want to go after, but that's often based on things like their location, size, industry, etc. What we *don't* know is if they currently have a solution in place to solve for what we want to help them with, or if we do, it's either sketchily acquired or probably out of date 2) To create a truly relevant message, knowing what an organization does isn't enough. We need to go beyond that by understanding how they're approaching what they do today, and that execution is often a function of the tech they use 3) Enter Clay x HG Insights. I can now further prioritize our target account list by going beyond firmographics and layering in technographics. What are our prospects currently using? Which competitors are low-hanging fruit that we can beat? Which competitors are going to be uphill battles because they've got a great product? This is a huge help in resourcing our overall GTM efforts. 4) Enrich the rest of the account data appropriately. Find the relevant contacts + engage them in a HIGHLY relevant way based on all of the above. 5) Sit back and watch your win rates increase, sales cycles decrease, and your GTM team (AEs, BDRs, Marketing, etc.) breathe a HUGE sigh of relief as acquisition has just become a lot easier. HG Insights has historically only been used by companies with big budgets because it's not a cheap product. That all changes today.

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Marketing leaders who only run campaigns are obsolete. Most CMOs are glorified brand managers... They can drive awareness, spin up a campaign, or polish a deck. But the future GTM leader? 👉 Part operator 👉 Part product strategist 👉 Part revenue architect If you don’t understand how the product P&L works, you won’t have a seat at the table in 3 years. Do you think marketing leaders should be trained more like general managers than campaign managers?

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Slide decks. Campaign requests. Fire drills dressed up as strategy. You're doing it all, but pipeline’s flat and momentum’s stalling... Sound familiar? That’s not a workload problem. That’s a focus problem. The best marketers I know don’t try to do it all. They're clear on what actually matters & protect it at all costs. Next time a new request lands on your plate, try this filter 👇 ➡️ Does this ladder up to our actual goals - or just make someone feel busy? ➡️ Is the impact worth the effort? ➡️ Will our audience actually care? ➡️ Is this repeatable or a one-off distraction? ➡️ Does this build alignment or just silence a stakeholder? In marketing, doing more is easy. Doing what matters? That’s leadership. What helps you protect your focus when everything feels urgent? #b2bmarketing #growthmarketing #marketingstrategy

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Oh hey, LinkedIn, quick question for the community of marketers and rev ops folks here. Jon Miller, and I were on a panel at Pavilion CMO Summit (with the awesome Ray Rike) recently talking marketing financial benchmarks, which, naturally, led us to double-click on measurement. Jon (as he does) dropped a little one-liner that hit just right: “Attribution should inform your decisions, not justify them.” It echoes something I often say in same spirit, using different words: Marketing (and our partners in ops+) needs to evolve from grading to guiding. Yes, we all track attainment, ROI, CAC, LTV by channel, the usual lagging indicators of growth. Sound familiar so far? But what about the early signals? The ones that tell you something’s working before the dashboard does. If so, here’s my ask: 👉 How do YOU define a “signal”? 👉 And what’s one piece of signal tech or process you can’t live without to stay ahead of shifts in your market, audience, messaging, or channel mix? Appreciate anyone who helps make me become a little smarter than I was yesterday. Talk to me! Humbly, This CMO #MarketingAttribution #CMOlife #RevenueOperations #B2BMarketing

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I see 3 phases to adapting your marketing org to meet growing AI expectations. (And marketing leaders often skip step # 1.) 1. Invest in your first-party data and your collaboration with your data team. (Yes - data will birth your AI strategy.) 2. Understand the AI advancements and capabilities of your current tools, the gaps, and thus where you need to invest. 3. Now you can start functioning as an AI-first/native team, where all workflows are using known AI capabilities. From there it's your job to show accountability by measuring performance, holding your own high bar, and iterating from there. I dig in more about this in my most recent article. It's in the comments. 👀 #Marketing #AI #AgenticMarketing #ChangeManagement

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