The Revenue-First Marketing Playbook with Mark Goloboy

And Mark, before we get into all the, like, the, the specific stuff, how, how did you get into the craft of marketing?

I, I'm a technologist, so I, I, um, I didn't mean to be a marketer.

So I was, I was doing the technology work underlying marketing, um, 20 years ago when we had to build large scale data warehouses to do the segmentation.

And, um, I was doing that for marketing and operations and finance and other departments in the company.

Um, and I got hired into Monster, which was the largest job site at the time, um, uh, in the world.

Um, and Monster, um, wanted to rebuild their marketing around the technology that I knew how to do.

And if I fell into marketing, and then I went on to lead operations and analytics and data governance for Monster, and that was really my introduction to marketing.

[laughs] I love it.

That's a very tangible way to, to get into, to marketing.

Yeah.

What was it you got right with the Monster technology or the tech stack at Monster back then?

So it was before we used the term ABM, and the best thing that we did was focus on our top 500 customers.

So we had...

I had a person on my team who spent time in our CRM.

We were, we built Salesforce while I was there, but at the time it was Siebel and, and later C- uh, Salesforce, that, um, we looked across all of our accounts, found outliers that were related to our accounts but weren't, um, naturally collecting, and we created hierarchies of accounts, um, that then the sales rep could look across, sell against, and we could market to.

So we were doing ABM five years before that label existed.

[laughs] That sound, it sounds so, uh, straightforward, uh, so, so natural to do it that way.

It is today, but back then it was revolutionary.

Yeah.

Yeah.

That's super cool.

Yeah.

Did you then go on to buy, like, some of these, uh, ABM platforms to, to do the job afterwards?

Yeah.

I've, I've, I've bought and managed, uh, 6sense and Demandbase.