What’s the best way to get ahead in your career? In the inaugural episode of ABM Insider, Shira talks with Seagate Technology Senior Program Manager Dan Cafiero. They chat about his wide range of marketing and advertising experience, as well as some of the biggest lessons he’s learned about how to be successful implementing account-based marketing for enterprises. We hope you enjoy our new podcast, ABM Insider, hosted by Hunter & Bard CEO Shira Abel.
Podcast sneak peek: Catch a glimpse of our engaging discussion in this quick highlight video. For an in-depth exploration, be sure to listen to the full podcast episode below.
On the journey to ABM and what best-in-class account-based marketing looks like
Dan is now in charge of ABM, paid media, and MarTech for Seagate. But he’s taken a long and winding road to get there, including stops in both event planning, and advertising for the healthcare industry. As a result, he’s a big proponent of learning by experience and believes strongly in the importance of producing best-in-class work, no matter what you’re doing. When it comes to ABM, Dan believes in the importance of finding an internal champion who help influence from within, as well as targeted messaging, the right personas, and tailoring the message to fit the client. He stresses the importance of both overcommunicating as a strategy and being patient with results, especially with ABM, which is generally a longer sales cycle. While he’s found that ABM has been defined differently in different jobs he’s worked, for a large, enterprise software like Seagate, that sales cycle can be an entire year.While he currently oversees a small group, Dan has a good idea of what his dream ABM team would look like.
“I’d love someone to run digital activation, someone to run marketing automation, someone to run sales. That would be like the ABM trifecta for me.”
Listen to the whole episode below to hear Shira’s and Dan’s entire conversation, and be sure to check out future episodes of ABM Insider dropping every two weeks wherever you listen to your podcasts. In Episode 2, Shira is joined by Kristen Ditsch, Director of Product Marketing at SGNL.
Tap into a wealth of marketing insights and direct dialogue with industry experts. Join the ABM conversation and connect with our podcast host, Shira Abel, on LinkedIn.