Despite marketers saying that spray and pray is dead, it is alive and kicking -- just in a different form as it's more targeted. Teams are still spraying messages and content out to their ICP hoping that it sticks instead of aligning with future and existing customers. There is no differentiation between a targeted demand gen motion and an ABM motion.
Deanna Shimota joins Kristina Jaramillo and Eric Gruber on this ABM Done Right Podcast to discuss:
The difference between ABM and demand gen
How the two functions should support each other
How to build a strong demand gen powerhouse that builds a pipeline of strong tier 1 accounts that ABM should move to revenue faster at a higher ACV
How an ITSM firm used ABM to accelerate accounts to revenue