SMA Technologies

Fractional ABM

Navattic

GTM Advisor

GTM Partners

Aptivio

Strategic Advisor

Postal.io

Pavilion

Executive Member

Demandbase

Revenue Circle Community Advisory Board Member

Peak Community

Marketing Advisor

ClubPF

Founding Member

RevGenius

chief evangelist @ purple cork 💜 | 4x B2B SaaS Marketing & ABM Leader | GTM Advisor | Podcast Host

I help B2B SaaS brands build account-based marketing (ABM) programs at scale.

Looking to move upmarket or have a new product line? ABM could be for you. 

I'm excited to start taking on new clients in July—let's connect to discuss how I can help you hit your targets!

I'm doing a thing.


Thanks to the encouragement of others and many debates with myself, I've decided to create a newsletter.

I plan to talk about:

🖋️ what's working for brands I work with in marketing
🖋️ things (and people) that are inspiring me 

and probably a few random stories about my career here and there.

and maybe try and sell you a course or two (just kidding 😉).



But, I need your help.

What should I call the darn thing?

Corrina Owens

I'm a revenue marketer with a people-focused approach. I advise and help organizations bring their go-to-market strategies to life.


I have over a decade of experience driving revenue for high-growth B2B SaaS organizations—building and scaling account-based marketing from the ground up.

I know you're likely thinking not another podcast….but hear me out! 

I co-host Direct, a podcast that features the unsung GTM heroes who make magic happen for their organizations. This is the brainchild of myself and my former partner in crime, Taylor Young. Our why behind the podcast has remained the same after over 20 episodes—to make each guest feel seen and heard.  

Outside of the "office", I'm interested in:

 → All things related to "The Office"
 → Aerial arts—I've been practicing aerial silks for over a decade, the silk-like curtains you've likely seen in Cirque du Soleil
 → Empathic leadership 
 → Documentaries—a personal goal to produce my own one day
 → Halloween, year-round 🎃


Happy to connect and help others reach their full potential. Please don't hesitate to reach out if you're interested in partnering together.

This is what happens when you throw an event your audience wants.



🌮 You make learning *fun*.

Throw out that recycled PowerPoint used at other conferences—focus on facilitating conversations. 

No one wants a pitch, they want to understand and relate. Forget high-level concepts, get into what's working, and what's not, and collaborate on how to win together.


🌮 You drive connections that matter.

*Know your audience*. We know this as marketers but don't always put this into practice. Bring your audience together in a way they will enjoy.

Give them a variety of ways to connect: Inside or outside? Tacos or pizza? Puppies or rap battles? 


🌮 You build community.

This doesn't happen overnight. You must be intentional in how you engage online and offline. Without a commitment to delivering value day in and day out, people won't follow. But we did. 

We believed that Wynter would deliver on their promise in a way others haven't. 


Thank you, Peep Laja and everyone at Wynter, for throwing the best event I've been to in my career. 

You reminded us why we love what we do. 


___

take a peek at the highlights from the speakers @ Spryng and hear from others who were there in the comments. ⤵

Learned @ Spryng

My ins and outs for in-person events this year ↓

(aka perspectives from Spryng by Wynter pt. 1)

IN:

→ Start the party early—organize an intimate event for organizers and speakers to mingle while leaving time to join a second party with all attendees 
→ Make space for indoor and outdoor activities—this allows you to have more than one thing going on at the same time 
→ Let them eat cake—from salad bars to food trucks to caffeine stations to full-service orders at the bar, keep the people fueled 
→ No laptops (if you can help it)—unplug and mingle with your people and have the conversations you can't have virtually 


OUT:

→ Stuffy booths—time to change this stuffy formula that's in service in the brand, instead, have puppies that people can fall in love with & adopt
→ Boxed lunches—I'm a marketer, I analyze everything and I require more than two options
→ Dozens of keynotes—it's too easy to continue to recycle what you've used before, so give more opportunities for people to connect with the speakers and attendees (the roundtables have been a hit)
→ Being a clutz—nothing like spilling your iced matcha at kickoff (thank you to not just one but 5 people who jumped to save my phone and help me clean up, you're forever my MVPs)


___

p.s Expect some video content soon that may or may not involve fruit. 

Fill in the blank for me.




I’m at a B2B event, of course ____.

Your favorite sales influencers are starting to talk like account-based marketers.

According to one of them, like my former colleague Chris Orlob, 53% of sellers missed their Q1 quota.

This raises concerns for Q2 and beyond, especially with the same sellers reporting their sales cycles are taking longer and their deal sizes shrinking.


The time for talk has stopped, the time to act is now.

We must move towards efficient growth and approach GTM in a new way, a way that many account-based marketers have been pleading with leadership to approach for a long while now.

When I met with GTM Partners recently, we discussed how organizations can move to a model of efficient growth. 


High-level takeaways:

→ Spend wisely: Don't cut marketing budgets arbitrarily. Cut in the areas where your best-fit customers are NOT impacted.

→ Refine TAM: Scratch the wish list and look at what your data is telling you. What are the industries you win it most, and fastest? 

→ One Voice: If you've mastered the above, you need to master this as well. Do not go to market in a silo. Educate, train, and build KPIs and goals that enable you to jointly tackle them. (don't forget to do this with your partners, too)


I've felt the handcuffs loosen of doing things the way they've always been done and I have been fortunate that organizations have been trusting me to help them move towards a more efficient growth model.


If any of the above interests you, I can help. If I can't help, I can connect you with others who can. 

Are you ready? ⤵ 

When it comes to growing your brand organically on social media, there is one crucial question you should ask.


What is that question? 

Are we showing bias towards certain channels by focusing solely on tracking clicks? 

The CEO of Paramark believes so and I agree.

With challenges such as:

→ The diminishing role of third-party cookies
→ Platforms like Apple's Safari removal of UTM code, i.e. Link Tracking Protection
→ Not to mention the significant contributions of offline channels like direct mail, community engagement, word-of-mouth, etc. 

It's clear we need to shift our focus as marketers and move beyond doing attribution for the sake of attribution—especially important for early-stage startups to avoid getting stuck in 'analysis paralysis.'

Prioritize understanding what truly impacts the business and concentrate efforts there. 


Strip away the jargon and acronyms and demonstrate where marketing delivers the most value in our buyer's journey—only from there can we measure and report our findings more effectively.

Fill in the blank for me.




I will be ____ for the solar eclipse this Monday. 

Taplio

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