Megan Ayala
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 Megan Ayala 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 Eliana Cameira
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 Jane Y.
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 Eliana Cameira
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 Jane Y.
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 Eliana Cameira
In Megan Ayala's words
“I came from another company where we utilized traditional ABM, and I feel like it was really kind of a shot in the dark. I knew that I was reaching individuals within the target company, but I didn't know if those individuals were actually a part of the buying group.”
The Revenue Marketing Blueprint by StarTree & Persefoni21:37