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Masha Finkelstein
Marketing Technology Innovation and Best Practices at Intuit
+ 3 speakers
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B2B Growth and Innovation Virtual Summit
June 4, 2020, Online, New York, USA
B2B Growth and Innovation Virtual Summit
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Exclusive Tell-All: Growth Leaders Reveal the Investments They’re Personally Making in 2020
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About speakers

Masha Finkelstein
Marketing Technology Innovation and Best Practices at Intuit
Guillaume Cabane
Growth Advisor at G2, Gorgias, Hull, MadKudu
Guy Yalif
Cofounder, CEO, and Board Director at Intellimize
Gil Allouche
Chief Executive Officer at Metadata.io

Marketing is not about selling, it is about helping people find ways to address their needs. Rather than marketing a product, I believe in giving the customers a solution to their problem. I enjoy translating prospects' pain points into stories that drive interest and action. I believe that marketing technology can enable marketers to provide magical experiences to their customers. I have expertise in digital, social, field, direct mail & account-based marketing and territory-based demand generation strategies and I am a certified Marketo & Salesforce professional. As an efficient manager of people, processes, and programs, I invest considerable time in coaching, developing and motivating my team. I am a skilled communicator and collaborator and proficient at building strategic partnerships with external and internal stakeholders.

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Growth Marketing expert with a strong ROI focus. For the past 15 years, I have been working on projects covering B2B Growth marketing. I have a special taste for B2B SaaS projects. I have a passion for projects requiring efficient tracking to deliver a strong ROI and thrive when in charge of a mixed marketing and engineering team.

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A software engineer turned data-driven growth marketer, I founded metadata.io to make demand generation easy for non-technical marketers. Metadata is a patented technology that combines predictive scoring and programmatic advertising to deliver a predictable pipeline of opt-in lead qualified leads for B2B enteprises. Among our customers: Cisco, UserVoice, Mulesoft, Salesforce, Infoblox, Aerospike and many others.

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About the talk


00:06 Speaker introduction

03:50 Seeing changes and adjusting

06:40 Is COVID a chaotic situation?

09:34 A campaign that worked really well and experimentation

12:03 Current situation in large organizations

17:35 Traditional and nontraditional veins of driving revenue

20:05 Speed of changes in different organizations

22:40 Change management

23:27 How to sell to bigger companies?

25:30 Which investments to make in 2020 to succeed?

26:44 General thoughts on ABM in 2020

32:00 How do buyers perceive ABM tools?

36:00 What scale can personalization achieve?

37:33 One last recommendation from the speakers

40:40 Q&A

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Masha Finkelstein
Guillaume Cabane
Guy Yalif
Gil Allouche