Marketing

Coworking with Shira Abel

She’s founder and CEO of Hunter & Bard.
article cover

Shira Abel

· less than 3 min read

Get marketing news you'll actually want to read

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Shira Abel is the founder and CEO of Hunter & Bard, an account-based marketing agency that’s worked with companies like Siemens.

What’s your favorite ad campaign? This is a little different, but I love what the Washington Post does with their TikTok (1.4 million followers). It’s hilarious and does a great job of explaining the news while also making fun of it.

One thing we can’t guess from your LinkedIn profile? I’m obsessed with interior design and had an interior design blog for three years that was featured in Apartment Therapy and Design*Sponge.

What marketing trend are you most optimistic about? Least? I’m biased, because this is what I do every day, but I’m most optimistic about account-based marketing. We see the results, and it just works. When you deliver the right message to the right audience, the results come in better than in any other form of marketing. Keep in mind, it’s not for every product. Because of the amount of segmentation and targeted messaging, this takes more time than other forms of marketing—so it’s only appropriate for high-value services and products.

As for the trend I’m least optimistic about, it is people cutting corners on their creative content just to get something out there. It’s not that content marketing doesn’t work—it’s that you’re doing it wrong.

What’s one marketing-related podcast, social account, or series you’d recommend? Ann Handley’s newsletter Total Annarchy is phenomenal. She writes about writing in a way that engages, encourages, and educates you, all while being entertaining.

I also want to recommend AJ Wilcox’s LinkedIn Ads Show. Early in the pandemic, I was trying and struggling to get great results from my LinkedIn ads when I saw a webinar by him. I sent him some questions, and he answered everything. A lot of thought leadership tips are vague and not useful, but he gives specific recommendations that are really helpful.

Get marketing news you'll actually want to read

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.