Eliana Cameira
Key takeaways
- 22:38StarTree's person-based program delivered 200,000+ impressions, over 1,000 clicks and 600+ ICP individuals engaging on site, driving a 3x+ increase in conversion rates for new opportunities versus cold outbound.
- 23:41Persefoni 3x'd its prospect-to-opportunity conversion rate and, through an ICP exercise with sales, expanded its targetable audience about 40% — from roughly one contact per account to three or four.
- 19:34Contact-level engagement signals — Slack alerts built via HubSpot at Persefoni and Salesforce dashboards at StarTree — tell reps exactly who clicked which ad, so they can send personalized prospecting emails tied to that content.
- 14:24Segmenting mid-funnel campaigns by industry so fintech buyers see fintech use cases and telecom buyers see telecom case studies was key to StarTree's full-funnel program, which moves prospects from awareness ads to a consultation or demo offer.
- 25:43The number one prerequisite for revenue marketing success is tight communication and feedback loops with the sales team — without them, ABM programs will struggle no matter the technology.
Questions Eliana Cameira answered
Eliana explains Persefoni targets businesses subject to voluntary or regulated climate disclosure, broken down by sustainability and compliance (finance, legal) personas with distinct messaging frameworks. Megan says StarTree targets director-level-and-above data engineers, data architects and analytics professionals, primarily in fintech, telecom, delivery and ride sharing.
The Revenue Marketing Blueprint by StarTree & Persefoni3:03 · with Megan Ayala
Eliana describes mapping messaging to awareness, consideration and decision stages while giving sales contact-level visibility into what each buying committee member consumes, targeting 20-30 contacts per open-opportunity account. Megan describes three campaigns — top-of-funnel awareness ads, industry-segmented middle-of-funnel case studies, and a bottom-of-funnel consultation or demo invitation.
The Revenue Marketing Blueprint by StarTree & Persefoni10:14 · with Megan Ayala
Eliana says it comes down to persona-specific pain points, citing a campaign built around California's new law requiring Scope 1, 2 and 3 emissions disclosure, and a webinar where attendees received tailored messaging before, during and after the event.
The Revenue Marketing Blueprint by StarTree & Persefoni16:26
Megan reports 200,000+ impressions, over 1,000 clicks, 600+ ICP individuals engaging on site and a 3x+ lift in new-opportunity conversion versus cold outbound. Eliana says Persefoni 3x'd prospect-to-opportunity conversion and will expand globally as new climate regulations emerge, going deeper on buyer journeys in the platform.
The Revenue Marketing Blueprint by StarTree & Persefoni21:37 · with Megan Ayala
Eliana: build the tightest possible communication and feedback loops with sales — it's hard work but pays off. Jane: keep testing different ways to use the technology; Persefoni saw value about three months in. Megan: use segmentation to serve highly relevant content, like fintech to fintech and telecom to telecom.
The Revenue Marketing Blueprint by StarTree & Persefoni24:41 · with Jane Y., Megan Ayala
In Eliana Cameira's words
“My number one advice is to have the tightest communication loops with your sales team. If you do not communicate with your sales team and have good feedback loops, it will be really difficult for you to be successful with your ABM programs.”
The Revenue Marketing Blueprint by StarTree & Persefoni25:43