Through conversations with sales, marketing and leadership teams, we find that most programs are just a more targeted “demand gen” and “digital advertising” function with technologies that can be found in the Forrester New Wave for ABM Platforms. Corrina Owens (Senior ABM Manager for Gong) mentioned on one of our podcasts that these ABM platforms have diluted the market on what ABM is about. Their big selling point is the targeted advertising approach -- and it has become the norm, where many have forgotten the principles of ABM. She says that we need to take a “less is more” approach where we focus less on demand gen and focus more on “less” accounts at any given time and giving those accounts and the human buyers inside those accounts hyper, personal attention.
When we started to create discussions on Corrina’s podcast interview and on Kristina's articles on MarketingProfs and CMO Council that were focused on how CMOs are confusing ABM with demand gen, we were asked: How can you tell the difference between a targeted demand gen motion and ABM? This webcast and ABM Done Right Podcast answers that question.
