Why ABM is a Must Have for B2B Marketers

A couple of weeks ago, I was a guest on the Renegade Thinkers Unite podcast series that has hosted prominent marketing leaders such as Salesforce CMO, Simon Mulcahy and Janine Pelosi, CMO at Zoom. I talked with marketing influencer and host, Drew Neisser, about the world of Account-Based Marketing (ABM) and why it’s no longer just optional for B2B marketers.

In my role as CMO of Demandbase, I worked to help the company become the ABM category creator, with recent recognition as a leader by Forrester. My podcast offers an insider look at ABM, with advice on how to make the most of it in marketing programs.

Below, I’ve narrowed down the top takeaways from the podcast:

  1. Avoid the Main Mistakes of an ABM Strategy

One of the first things you need to know about crafting an ABM strategy is what the potential roadblocks could be and how to avoid them. I have found that marketers that are new to ABM typically make three main mistakes that prevent them from fully succeeding. The top mistakes to watch out for are:

  1. Not engaging the sales department teams in the strategy from the beginning

Instead: Engage sales teams from day one, to eliminate confusion down the road.

  1. Not aligning with the right target accounts

Instead: Your former strategies for finding the right target accounts may no longer be effective. Think about the technology and data you can bring in to align on the right target account list. And going one step further, use intent signals – such as research into your product suite and engagement with content – to understand the people that are influencing the buying decisions within those accounts.

  1. Tackling too many areas of ABM all at once

Instead: To achieve major results, marketers that are new to ABM should take things slow and steady rather than rush in. Start small with ABM wherever you’re having the biggest challenges with your marketing, make headway in that area first, and expand throughout the organization once you’ve proven the process works and got buy in from sales. Account-based advertising is often a great first step.

  1. Dispelling the Myth: Why ABM is Not the Death of Storytelling and Creative Marketing

Ever considered ABM but then thought “it’s not creative enough”? A successful marketer doesn’t choose between an account-based marketing strategy or creativity.

Creativity is still incredibly important. Business leaders expect a marketer to support demand gen but also want a brand leader and storyteller. In the age of data and huge of volumes of content, leaders are coming back to the brand as a fundamental part of the success of their company.

In fact, ABM and creativity can be uniquely paired. People are still looking for groundbreaking brand stories and engaging content. However, it’s only by developing campaigns that consistently tell the brand story, rather than peppering the world with content to get leads, that marketers can impact the long-term growth of their company.


If you’re a B2B marketer who’s passionate about driving strong sales results for your organization, draw upon the gold standard for how great B2B marketing happens: ABM. It’s here, the technology exists and will continue to get better, especially with the introduction of new capabilities like AI. B2B marketers should think of ABM as a core part of their strategy for better targeting, to shape their campaigns, and support brand marketing.

To listen to my full podcast, here’s the link: https://demandb.se/2PmuivU

Thought Leader, B2B Marketing & Sales Strategy

I have over 25 years of Marketing experience in job responsibilities ranging from Branding and Advertising to Corporate Communications and Product Marketing. And I have deep experience in both B2C and B2B Marketing and managing large teams across international markets. As CMO at Demandbase, I was responsible for overall Marketing strategy and execution, including Product, Corporate, and Field Marketing. Prior to that, I was CMO at Castlight Health and held leadership positions at Microstrategy and Adobe. I got my start in Advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.