In this episode of OnBase, host Chris Moody sits down with Chelsea Wells to discuss how AI is reshaping the future of demand generation, campaign creation, and attribution. Chelsea shares practical insights from her role at MasterControl, how clean, accessible data powers scalable, high-quality campaigns and how marketers can balance automation with creativity to stand out in a crowded digital landscape.

From solving data challenges to embracing multi-touch attribution, Chelsea explains how she’s redefining what effective ABM looks like today. She also shares a behind-the-scenes look at a successful one-to-few ABM campaign that leveraged both digital and physical tactics, achieving rapid funnel movement and opportunity creation.

Whether you’re navigating the complexities of AI adoption or rethinking your attribution models, this episode offers an actionable roadmap for marketers aiming to stay ahead of the curve.

Key Takeaways

• Data quality drives AI success.
   AI is only as strong as the data it learns from. Clean, accessible, and compliant data is essential to generate accurate insights and scalable, high-quality campaigns.
• Keep humans in the loop.
   AI can ideate and optimize, but human oversight ensures creativity, empathy, and brand authenticity.
• Choose attribution models that reflect intent.
   No model is perfect. Evaluate channels based on their role in the funnel, top, mid, or bottom, and consider equal or multi-touch models to see the full journey.
• Mix digital with physical experiences.
   Reintroduce tactile, real-world touches, like thoughtful swag or events, to complement digital plays and deepen relationships.
• Test, learn, and personalize.
   Successful campaigns rely on experimentation, feedback, and personalization at every stage, from message testing to channel sequencing.

Quotes

“Every channel has a purpose. Measure them by their role in the funnel, not by a single model.”

Tech recommendations

• Demandbase – For ABM orchestration and intent data.
• Domo – For real-time visibility across data and attribution models.

Resource recommendations

• OnBase podcast
• ABM Answered

Shout-outs

• Kelly Starmon, CMO at MasterControl

• Cassidy Milder, VP of Demand Marketing at MasterControl

About the Guest

With 8 years of demand generation experience in the tech SaaS space, Chelsea Wells is a seasoned B2B marketer with a proven track record of driving pipeline growth in complex industries including cybersecurity and life sciences manufacturing. She currently serves as a Senior ABM Program Manager and Demand Generation Team Lead at MasterControl, where she leads the strategy and execution of high-impact, omni-channel campaigns. Chelsea specializes in campaign orchestration, account-based marketing, and full-funnel demand strategies, leveraging data and insights to optimize performance across every stage of the buyer journey. Her approach is grounded in experimentation and agility, continuously testing and iterating to keep ahead of the rapidly evolving marketing landscape. She is passionate about aligning sales and marketing, delivering customized experiences at scale, and using data to uncover what truly moves prospects from awareness to closed-won. Chelsea holds a BBA from the University of Texas at Austin, a certificate in Global Management, and an MBA from Southern Methodist University (SMU). She brings a global, cross-functional lens to marketing strategy and thrives in fast-paced environments that demand strategic thinking and executional excellence.

Connect with Chelsea.