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Home / Podcast / Tamara Kitic Yarovoy Explains Advanced Account-Based Marketing for B2B

Tamara Kitic Yarovoy Explains Advanced Account-Based Marketing for B2B

August 19, 2019 By John E Lincoln

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. 

Ignite University podcast - Tamara Kitic Yarovoy

Listen to the full episode:

Listen on Player.fm, Apple Podcasts, or Spotify.

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.

 

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

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John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

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