In the latest episode of ABM Answered, we had the privilege of chatting with Janelle Amos, the Founder and Chief Strategist at Elevate Growth.
Janelle brings a wealth of experience as a three-time Head of Demand Gen turned entrepreneur, helping Series A to C B2B SaaS companies refine their marketing strategies. We unpacked some of the biggest challenges marketers face today—from rising paid media costs to standing out in a crowded market—and, as expected, Janelle didn’t hold back.
Here’s a recap of her insights, filled with practical strategies you can apply to your own marketing efforts.
1. The Paid Media Dilemma: When Costs Skyrocket, Think Creatively
The problem with paid media is simple: it’s expensive, saturated, and increasingly competitive. Janelle doesn’t believe in trying to outspend the competition. Instead, she recommends pivoting to less crowded channels. “If it’s too expensive, find a different avenue,” she says. Paid media should be a tool, not the crutch, and marketers should always explore alternative ways to engage their audience.
2. Leveraging AI in Demand Gen: What Works and What Doesn’t
Janelle’s take on AI is refreshingly balanced. While she’s skeptical of relying entirely on AI-generated content, she sees immense value in automating certain workflows.
One example she shared involves tracking website visitors: if someone visits a high-intent page like “Pricing” but doesn’t convert, AI-triggered workflows can send personalized follow-up emails. By integrating tools like Marketo, Salesforce, and Clay, you can create hyper-relevant, automated outreach campaigns that mimic human thoughtfulness.
Her takeaway? AI works best when paired with human oversight and creativity.
3. Standing Out in a Crowded Market
For Janelle, the key to breaking through the noise is segmentation. Even in one-to-many ABM campaigns, understanding your audience is critical. Generalized messaging won’t cut it—marketers need to tailor content to specific industries, personas, or buying committee roles.
“Do the work to understand your buyers and create meaningful, relevant content,” Janelle advises. Most companies skip this foundational step, which is why their campaigns fail to resonate.
4. The Subscription Model: Pros, Cons, and Alternatives
We also discussed subscription models, a staple in SaaS pricing. While subscriptions offer predictable revenue, they aren’t without risk. Janelle highlighted the importance of adoption: without strong user engagement, companies risk churn when contracts are up for renewal.
Usage-based pricing, like that employed by Datadog or Twilio, offers flexibility and reduces the likelihood of being cut during budget reviews. Janelle shared an example of a Series A client successfully leveraging usage-based pricing with tiered models to expand adoption.
5. The Future of Demand Gen and ABM: Reverse-Engineering Success
Janelle is a proponent of reverse-engineering ABM campaigns. Instead of relying on hope strategies (“let’s see who shows up on our site”), she recommends starting with a highly targeted account list and building campaigns from there.
This approach doesn’t just maximize budgets—it aligns marketing and sales efforts, ensuring every play is intentional and impactful.
6. If the Sky’s the Limit: Janelle’s Dream Campaign
When asked what she’d do with an unlimited budget, Janelle’s answer was simple: throw an epic party. Think roadshows, hype events, and unforgettable experiences tailored to target accounts. It’s all about creating moments that people will talk about for months, amplifying engagement and brand awareness.
Key Takeaway: Simplify, Segment, Succeed
Janelle’s philosophy is clear—great marketing doesn’t have to be complicated. By focusing on segmentation, ethical practices, and targeted engagement, marketers can build campaigns that drive real results.
Want to learn more about Janelle’s work? Check out her strategies and insights at Elevate Growth.
Janelle’s Final Question: Where Would You Start Today?
Janelle left us with a question for our next guest: If you had to build a strategy from scratch, what are the top three things you would prioritize today?
It’s a fitting close for someone who thrives on simplifying complexity and delivering clarity in a noisy marketing world.
Big thanks to Janelle for bringing her brilliance to ABM Answered.
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