Jane Y.
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 Jane Y. answered
Megan cites precision targeting — reaching specific individuals rather than whole accounts within budget — and giving sales engagement metrics. Jane adds Persefoni struggled to surface actionable insights for sales, build brand awareness, and expand opportunities where they often had only one known contact.
The Revenue Marketing Blueprint by StarTree & Persefoni8:12 · with Megan Ayala
Jane describes an ICP exercise with sales that expanded Persefoni's audience about 40% — from one contact to three or four per account — plus HubSpot-built Slack alerts that reps use to send personalized emails tied to clicked ads. Megan says StarTree also sends Slack notifications and built individualized Salesforce dashboards showing contact-level engagement.
The Revenue Marketing Blueprint by StarTree & Persefoni18:31 · 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 Eliana Cameira, Megan Ayala
In Jane Y.'s words
“There are so many ways of using a technology — there might be ways that you didn't think of before that you can test out, and it works.”
The Revenue Marketing Blueprint by StarTree & Persefoni25:43