EverString Presents The 6For6 Blog Series Ft. Joe Chernov on Account-Based Marketing

By July 28, 2016
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Fenway Park - baseball at night

Introducing our 6For6 Blog Series! This is a series of 6 answers to 6 buzz-worthy questions from leading marketing influencers around the country. This first blog features Joe Chernov, VP of Marketing for InsightSquared—a sales performance analytics company for fast-growing tech businesses. As Account-Based Marketing (ABM) has been the belle of the marketing ball lately, we wanted to weigh in on the ABM conversation.


1. What’s the biggest thing businesses need to keep in mind when embracing Account-Based Marketing? 

Sales and marketing alignment are a mandatory input, not just a convenient output. It’s not that Account-Based Marketing benefits from aligned sales and marketing teams—it simply won’t work without alignment. I’m not talking about sharing a KPI or a bonus target. I’m talking marketers and Business Development Reps (BDRs) sitting down together, in the very same room, and hand-selecting accounts that both groups are going to pursue jointly. I’m talking about having a marketer roam the sales floor, asking reps which opportunities could use a little nudge—a little help getting unstuck.

2.  What’s the biggest mistake you often see marketers make when jumping into an ABM strategy?

Rushing to mailers. I’m concerned that ABM is becoming a euphemism for “direct mail.” There are two downsides to this tendency. The first is that conflating a direct mail campaign with an ABM strategy will lead the marketing department to get a false read on the efficacy of their ABM efforts. The second is that as an industry, we’ll be shifting spam from the email box to the physical mailbox. That’s not going to be good for anyone.

3. What’s the best part of working with the InsightSquared team?

I leave work intellectually exhausted every day. It’s a very smart marketing team. But in the same way, that layout is just as important as square footage when evaluating a house, it’s not just the team’s raw intelligence that’s so valuable, but also the “complementary intelligence.” There’s a lot of surface area covered.

4. What’s something essential that gets you through your day?

I’m going to bungle the quote, but crime novelist Robert Parker once said that baseball matters precisely because it doesn’t. That is, it’s the absence of life-or-death significance that allows fans to throw so much of themselves into the game. To that end, my fantasy baseball league is delicious escapism. Go Corey Seager.

5.  Your go to workplace snack/ or beverage is:

Iced coffee, year round.

6. When you’re not marketing you’re…?

Taking my son to concerts. He’s going on seven. Pearl Jam at Fenway Park is coming up, followed by KISS. My two-year-old is still a little young to join, but he’s got the rock-and-rolls too. We’ll probably all go to Lollapalooza next year.

6 for 6 profile: Joe Chernov leads the marketing team at InsightSquared, a sales performance analytics company. Previously he ran HubSpot’s content team, which consisted of one of the most popular blogs in all of tech, a top-5 business podcast, and long-form content that generated 80% of the company’s marketing-sourced leads. He also served as VP of Marketing for startups (Kinvey, InsightSquared) and owned the content marketing function at public companies (Eloqua, HubSpot).

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