In this episode of Sunny Side Up, Michael Malone interviews Joy Milkowski on the evolving landscape of MarTech. Joy emphasises the importance of using MarTech tools effectively and introduces the GIVE Method for content creation. She underscores the necessity of understanding and segmenting target audiences. Joy shares valuable insights on starting with user-centric goals and ensuring content is personalised and relevant. We discuss the need for collaboration between sales and marketing, focusing on practical, outcome-driven marketing strategies and the significance of segmenting accounts and salespeople in ABM efforts.