Account-based marketing isn’t a buzzword Juliana Pereira can get behind.
“I actually call it marketing because I think that’s the only type of marketing you should be doing,” says Julianna, Vice President of Marketing for Flow, which provides software to help brands and retailers build a cross-border e-commerce business.
In pre-pandemic times, Juliana invested carefully in getting the right people to Flow’s events. Of course, in-person events are no longer possible given the current state of the world, but she’s still keeping the focus on people and relationships. Instead of bringing crowds together in physical spaces, Juliana has put emphasis on webinars. In this episode, she also describes how she’s getting Flow’s well-connected investors to help her scale relationship-building with important partners.
Juliana is also all about finding creative ways to get the message across. She’s published assorted content formats to keep Flow top of mind for potential customers — including a calendar with specially commissioned cartoons that was sent as a 2020 gift. The cartoons speak to prospects’ familiar e-commerce pain points. Before they were used to illustrate the calendar, the cartoons were featured on Flow’s blog.
Plus, Juliana uses the cartoons in prospecting emails, which have gotten some good responses from prospects who identify with the pain points and want to talk further.