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In social, email, and live conversations with CMOs, VPs of Marketing, and other marketing leaders, Kristina Jaramillo (President of Personal ABM) is often asked what is the difference between an ABM motion and a targeted demand gen motion. Because of the confusion between ABM and competitive strategies, Kristina even wrote a POV article for the CMO Council blog on how CMOs are confusing ABM with targeted demand gen. On this ABM Done Right Podcast, Kristina, Eric Gruber (CEO of Personal ABM), and Cristina Daroca (Senior Director, Global Demand and Americas Marketing at Riverbed Technology) discuss how Riverbed is trying to go beyond demand gen with ABM.
When you listen to this podcast, you will learn:
- How sales and marketing were not aligned and integrated with sales to win and expand key, tier 1 accounts that are resistant to change as demand gen is campaigned-focus to build a category and drive awareness.
- The differences between a demand gen motion and an ABM motions.
- Why you need to go beyond campaigns and take a more personal 1:1 approach -- and how and when 1:1 ABM should be executed.
- How ABM is not about just getting accounts into the pipeline and how ABM should be used to drive retention and expansion. You'll learn how Riverbed Technology is using ABM to continue to expand within top banks like Bank of America and to expand into the regional banks that are under the large brand's umbrella.
