Leaders in Marketing Innovation: Katrina Kilgas of Shell Lubricant Solutions

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Aligning with sales on the right personas and customizing messaging drives ABM success.

Katrina Kilgas, B2B Media Manager, explains how tailoring messaging for different personas—ranging from executive-level thought leadership content to technical solutions for buyers and procurement—was key to her ABM success. This strategic segmentation not only built credibility and trust but also ensured that leads were well-supported.

In this short clip, you’ll hear from Katrina Kilgas, a leader in marketing innovation, as she shares:

• The importance of aligning with sales on persona targeting.
• How to alter your messaging to appeal to different B2B buyer personas.
• Why leveraging persona targeting builds credibility and trust and enhances overall ABM effectiveness.