In the latest episode of Ignite University, Meltwater’s Senior Digital Marketing Manager Tamara Kitic Yarovoy discusses how account-based marketing works, digs into advanced strategies for delivering more value to the customer, and reveals how she stays current in the ever-changing world marketing.
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As Senior Digital Marketing Manager of global media intelligence company Meltwater, Tamara Kitic Yarovoy certainly has her work cut out for her.
She started putting her passion into practice back in college, where she built and ran the website for her father’s family business. From there, personal curiosity and a drive to do her very best personally and professionally drove her to pursue a career in marketing. Eventually, she landed a marketer’s dream role at Meltwater, where she oversees all digital innovation marketing projects and digital growth.
These days, she specializes in demand generation, digital and global marketing, search marketing, SEO and SEM. It’s an impressive skill set, and her innovative take on marketing is one you don’t want to miss.
Though her background is mostly digital, Yarovoy also has an interesting take on traditional marketing and its place in a well-rounded strategy. Yarovoy believes that, contrary to popular belief, traditional might be making a comeback. She stresses the importance of print and tangible items and the positive impact something like a gift basket or phone call can have in cementing relationships, especially when it comes to B2B.
But Tamara’s biggest strength may be ABM (account-based marketing). It’s not a new concept, but in the last few years, it’s picked up considerable steam. In this podcast, Yarovoy goes into detail about how she uses ABM to drive growth and leads. She also discusses how personalizing the buying experience and monitoring activity plays into ABM and extends into the sales process.
We also dive into an all-too-common pain point for marketers: tracking. Yarovoy shares how she approaches tracking to prove ROI and further her company’s growth, as well as how she monitors offline, traditional marketing activities. Bottom line: accurate tracking is all about tools and automation, as opposed to a more manual approach.
As for the future, the innovations Yarovoy are most excited about are tied to AI. Call tracking, for example, has transformed from a manual job to one that is automated using AI and can give fast feedback on call experience and conversions. In that way, it’s relieving marketers of more menial tasks and improving the process overall.
And finally, Yarovoy walks us through her marketing planning process. It involves data analyzation, finding revenue opportunities, and aligning company goals to make sure all players and plans are on the same page. It’s succinct and spot-on, and I highly recommend you listen in for her full take on strategy, planning, and ABM marketing.
