During this episode of the Tech Qualified podcast, we talk with Mariya Finkelshteyn, Vice President of Marketing at Sapling. Sapling is a San Francisco-based HR platform for mid-market companies that assists HR teams with automating workflows, supporting data-driven decisions and being more strategic. Mariya Finkelshteyn talks about how Sapling applies account-based marketing, internal communication for ABM, and the core elements needed for companies to use account-based marketing.

Episode Highlights

• Mariya Finkelshteyn shares her work history and how she got involved with Sapling. 
• What is Sapling’s ideal customer and how do they help them?
• How does Mariya define account-based marketing?
• How does Mariya handle personalized messages per account as a marketer? 
• Why is the traditional marketing funnel upside down?
• She talks about omni-channel marketing. 
• What are the core pieces a company needs to have in place for account-based marketing?
• What elements allow a company to enhance their ABM strategy?
• What has been the process to apply ABM at Sapling?
• What does internal communication for ABM at Sapling look like? 
• The best customer is the one you already have.
• What are some of the challenges that Mariya is looking to overcome? 
• What are some of her favorite resources?

Key Points

• Sapling's ideal customers are SMB and mid-market companies in the high-growth phase between 20-500 employees that gain assistance with establishing their centralized HR hub.
• HR leaders typically use 20-30+ tools for recruitment, onboarding, offboarding, and performance management. 
• Mariya addresses account-based marketing as switching the focus from contacts and leads to a holistic approach to each account that is personalized and strategic.

Resources

• Mariya Finkelshteyn: Linkedin
• Sapling: saplinghr.com
• Motion: motionagency.io/ultimate