Declan Mulkeen mentioned on LinkedIn that ABM + demand gen = a winning team. He’s right, it is a winning team together as demand gen should have a role in an ABM program. The problem is that most ABM programs are nothing more than demand gen. Leadership, sales, and marketing teams do not understand the difference between the two motions – and they don’t understand how the “two” should work together.
Kristina Jaramillo, President of Personal ABM, and Amber Bogie (Director of Global Demand Generation for Reach Desk and board member, host, and member of the Peak Community) discuss how to integrate ABM with demand gen. You’ll gain insights from Amber’s 7+ years of building out all of the different flavors of ABM and executing 1:1, 1:few, and 1:many ABM strategies.
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