In our first conversation with Meg O’Leary, CMO at Tenable, we explored how her team builds structured content journeys that personalize messaging by persona, industry, and buying stage. That foundational framework allows Tenable to meet buyers where they are — with the right content, at the right time.
But personalization at scale isn’t just about frameworks. It’s also about tools, collaboration, measurement, and adaptability. In this second installment, Meg dives into the operational side: how her team measures success, empowers sales, and prepares for the future of personalization in an AI-driven world.
➡️ Measure what matters
In today’s competitive B2B landscape, marketing leaders often need to justify marketing investment by tying it directly to revenue generation. This is reflected in the KPIs that effective marketers are tracking.
“We, of course, track the basics — click-through rates, conversion rates, and MQLs – as well as pipeline and opportunity influence.” For Tenable, the ultimate goal is to understand how content drives deeper buyer engagement and accelerates deals. “We measure what matters — not just volume, but impact.”
Cross-functional execution starts with culture. “There’s a strong sense of trust and accountability across our marketing org,” says Meg. “We assume good intent and focus on results.”
➡️ Tools to scale personalization
Meg’s team starts their personalization practice by mapping out a content journey to ensure they can share the right message with the right persona in an engaging format at the right time.
To operationalize this journey at scale, Tenable uses tools like Trendemon for web personalization, Folloze for account-based content hubs, and MindTickle for sales enablement. “It takes a village to launch something great, and everyone brings a different strength to the table,” she says.
And of course, they’re using intent data to inform the delivery of this content to specific audiences. “Our content journey map lays it out,” Meg explains. “Combined with intent data and feedback loops, it helps us pinpoint what message is most relevant at each stage.” This clarity allows marketing and sales to meet buyers where they are — whether they’re exploring a problem or evaluating solutions.
➡️ Enabling the Sales Team
Effective B2B marketing teams have a continuous feedback loop with their Sales and Account teams to ensure they’re all operating from the most up-to-date information. “We empower our sellers with tools and training,” Meg says. “They can personalize emails, decks, demos, and use generative AI to create business case templates.”
Each new content asset is uploaded to the sales enablement platform with context — what it is, who it’s for, and how to use it. “We also run internal training sessions to highlight new content. That’s helped drive much higher usage.”
As Tenable continues to grow, Meg’s team remains focused on intent-driven, scalable personalization. By integrating the right tools and nurturing a collaborative culture, they’re turning complexity into clarity — and delivering personalized content that directly impacts the bottom line.