Masha Finkelstein

Masha Finkelstein is a seasoned marketing professional who serves as the Demand Generation Lead at Betterworks, a company based in Sunnyvale, California.2 With over a decade of experience in B2B and B2C marketing, Finkelstein has established herself as an expert in account-based marketing (ABM).3

Professional Background

At Betterworks, Finkelstein's responsibilities include:

1. Overseeing demand generation efforts
2. Managing lead nurturing processes
3. Coordinating partner marketing programs5

Her expertise has been recognized in the industry, as evidenced by her inclusion in lists such as "18 B2B Marketers to Follow in 2018".5

Marketing Philosophy and Approach

Finkelstein is known for her data-driven approach to marketing, emphasizing the importance of measuring content consumption and its impact on lead quality. She believes that traditional metrics like clicks and form fills are insufficient for truly understanding marketing success.1

Some key points about her marketing philosophy include:

• Focusing on ROI rather than just surface-level engagement metrics
• Implementing content consumption metrics into lead scoring systems
• Using content engagement as an early indicator of lead quality
• Providing sales teams with information about prospects' content interests to improve qualification calls1

Notable Achievements

Under Finkelstein's leadership, Betterworks has seen significant improvements in their marketing efforts:

• Achieved an 8X boost in account traffic through trial-focused messaging in their ABM campaigns4
• Successfully leveraged display ads for creating awareness among target accounts4

Finkelstein's expertise and innovative approaches have helped position Betterworks as a leader in the use of account-based marketing strategies.