Adebola Olomo is the Founder & CEO of Deefrent Media Agency, Chief Commercial Officer at Zentrova Solutions & is the Ireland Ambassador for Women in AI, advocating for diversity and inclusion. Adebola is an innovative thought leader in the Martech industry and has over 15 years senior marketing, sales & growth strategy experience across Africa, Europe & the UK. Adebola has worked for major technology and software brands such as HubSpot and is the author of the book ‘Marketing with AI: Strategies and Solutions for Transforming your Brand’. Adebola recently spoke on the main stage of the Dublin Tech Summit and has been a guest lecturer for Trinity College, UCD, NCI and NextMBA, sharing her knowledge with the next generation of digital leaders and innovators. 

 

1. With 12+ years senior marketing, sales & growth strategy experience across Africa, Europe & the UK for major tech brands such as HubSpot, how does your diverse international experience shape your approach to creating innovative digital sales strategies for your clients? 

 

​Working across continents has been my greatest classroom. Each region brings its own nuance, from the relationship-driven approach of Africa, to the precision and process focus in Europe, to the data-led, hyper-personalised systems in the UK and North America.

 

My edge comes from being able to connect those dots. I help clients build digital sales strategies that don’t just follow best practices, they reflect the customer’s lived reality. That might mean fusing automation with real human touchpoints or reshaping the funnel to reflect non-linear, multi-stakeholder journeys.

 

At HubSpot, I learned the power of scalable systems. In Africa, I learned the power of agility. And across it all, I’ve learned that storytelling and clarity - the ability to connect, not just convert - is what wins.

 

2. Looking back at your career, what are some highlights where you significantly delivered a range of high level online sales results for an organization and what key lessons did you learn from that experience which could be valuable for our community?

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There are three moments that stand out for me, each one a different kind of challenge, but all centred around one thing: helping people move from awareness to action.

 

The first was in financial services. We were trying to drive adoption of a new digital banking app at a time when trust in online platforms was low. Instead of pushing hard on features, we leaned into education - clear, relatable content that showed everyday people how this tool could fit into their lives.

 

The second was an e-commerce project close to my heart. We built a platform that allowed small business owners to open their own shops online, quickly, easily, and without needing to be tech experts.

 

The third was in FMCG, where we had to rewire the thinking around campaigns. We brought the sales and marketing teams into the same room - not just for alignment, but for co-creation.

 

I’ve learned that marketing that works is never just about visibility. It’s about velocity. It’s about getting people to move. And when you create stories that reflect your audience’s real lives, they don’t just listen, they act.

 

3. Through your work with Women in AI Ireland and ThriveInclusion, what are the key takeaways you would give to company CEOs and founders to incorporate greater levels of diversity and inclusion into their organisations? 

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One thing I’ve learned especially from my work with Women in AI, is that inclusion will often make people uncomfortable at first. But that discomfort is nothing compared to the cost of exclusion.

 

It’s easy to think of diversity as a checkbox. But it’s really about perspective.

 

Inclusion also means creating environments where people don’t have to edit themselves to belong.

 

Some of the most impactful conversations I’ve had have been around gender - often in rooms where I was one of the few women.

 

So to every leader I meet, I say this: Inclusion isn’t a favour. It’s a strategy. And if perspective is what gives you the edge, then inclusion is how you get it.

 

4. Based on your experience, how do you build high-performing, cross-functional teams that bridge the gap between sales, marketing & tech?

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You start by removing the invisible lines.

 

I don’t believe in “handover” culture. I believe in “co-creation.” So I build bridges early - getting marketers to sit in on sales calls, bringing sales into campaign planning, and letting tech teams demo how a backend tweak impacts the customer experience.

 

It’s also about psychological safety.

 

A practical tip I encourage is to align on one north star. Make sure everyone sees the customer the same way. When you do that, titles fade, and impact becomes the focus.

 

5. In your opinion, what do you feel are the 3 most important traits that make online sales professionals successful today?

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1. Curiosity

The best online sales professionals I know aren’t just chasing targets - they’re asking questions.

2. Emotional intelligence

The ability to read tone in a message, to know when to follow up, when to pause, when to push - those soft cues matter.

3. Adaptability

Tools evolve. Buyers evolve. Strategies shift fast. The people who win are the ones who don’t marry the method - they marry the mission.

Sales today isn’t just about being persuasive—it’s about being present, responsive, and real.
 

6. What key advice do you offer to aspiring women leaders looking to break into digital sales roles across the tech industry?

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Don’t just follow the trend - know your why.

Don’t wait to feel “ready.” Step in - even if it’s with shaking hands.

Lead with what makes you different, not what makes you blend in.

And finally, find community.

This is so that you know why. Lead with your difference. That way you can build alongside those who make the journey lighter.
 

 

7. What do you think the future of the online sales industry looks like + which AI and martech trends (and skills) should digital sales professionals be preparing for over the next 2–3 years?

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The future of online sales is intelligent, immediate, and deeply personalised but still human at the core.

 

AI won’t just help generate leads - it’ll anticipate customer needs, personalise interactions at scale, and automate decisions.

 

Three things will set professionals apart:

 

● AI fluency - Not everyone needs to code, but understanding how AI tools work is non-negotiable.

● First-party data skills - As cookies crumble, trust-based data becomes a serious advantage.

● Strategic storytelling - Knowing how to tell the right story, to the right person, at the right time.

 

The tech will keep evolving. But the edge will always belong to those who can blend intelligence with empathy, speed with substance.

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8. Do you recommend any useful digital sales tools or platforms that can help professionals raise their online sales expertise?

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Absolutely but with a caveat. Tools are only as good as the clarity of your strategy.

 

Recommended platforms:

 

● HubSpot – All-in-one CRM and automation.

● Apollo or ZoomInfo – For targeted prospecting.

● LinkedIn Sales Navigator – Best for B2B relationship-building.

● Gong or Chorus – For analyzing real sales conversations.

● ChatGPT and GenAI tools – For content, outreach, and efficiency.

 

My final tip is to pick 2–3 tools that align with your goals and then focus on mastering them. Be sure not to chase novelty - focus on mastery.