In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers.

Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the importance of analyzing first-party data, and why sales alignment is still the strongest predictor of ABM success.

The conversation also dives into customer expansion strategies, the rise of AI as a democratizer of data, and the ABM plays every B2B organization should be running. Corrina shares practical examples, thoughtful commentary on relationship-building skills in the age of automation, and the mindset sellers and marketers need to stand out in modern B2B.

Key Takeaways

• ABM is a go-to-market strategy, not a set of tactics

Most teams still define ABM as direct mail or targeted ads, but sustainable ABM success requires cross-functional alignment, sales process maturity, and clarity on the ICP.

• Your first-party data holds the real ICP insights

Instead of wish-list accounts or executive bias, the strongest ICP definitions come from analyzing a full fiscal year of closed-won and closed-lost data to uncover patterns.

• Customer expansion is the biggest missed opportunity

On average, companies land only about 30% of a customer’s total ARR potential on initial purchase. Yet most marketing and ABM efforts stop immediately post-sale. Customer ABM should be a core motion.

• AI is democratizing data access

What once required multiple tools and data science resources can now be achieved with ChatGPT and well-structured prompts. AI helps teams iterate faster, brainstorm creatively, and pressure-test messaging.

• Human connection is the new differentiator

Sellers struggle with relationship-building across channels, especially in a digital-first world. The ability to communicate authentically, not from templates, is becoming a critical skill.

• Give-first ABM plays drive the deepest brand impact

Podcast invitations, industry award nominations, and sponsoring internal team events create memorable, non-transactional experiences that earn trust.

Quotes

“The best ABM plays are pure give tactics. You’re not asking for anything back.”

Tech recommendations

• Lovable
• ChatGPT
• Gemini

Resource recommendations

• The Power of Onlyness by Nilofer Merchant – a powerful exploration of embracing your unique perspective and bringing your fullest self to your work.

• 12 ABM plays by Corrina Owens

Shout-outs

• Christina Le, Head of Marketing at Plot.

About the Guest

Corrina Owens is the go-to GTM mind behind some of the most effective ABM plays in B2B SaaS. She’s led award-winning programs at Gong and now works fractionally, advising and implementing pipeline-driving strategies at companies like Orum, TripleLift, Navattic, and UserGems.

⁠Connect with Corrina⁠.