ABM has become a confused and even controversial term in recent years. On one hand, it feels like it's become owned by ABM vendors and is now seen as a technology strategy, while on the other it's waved off like it's just another name for 'old-fashioned marketing'.
So I talked to the smartest ABM marketer I know - Corrina Owens, who is the Senior ABM Manager at Gong. We talked about everything from ABM misunderstandings, how to set expectations, and what the role of technology really looks like.
