Demand generation marketing (engaging prospects) and account-based marketing (nurturing target accounts on a 1:1 level) are an incredibly powerful combination. Yet these approaches are rarely considered as strategies that work hand in hand. 

Join us as we explore this topic with our guest, Kristina Jaramillo, president of Personal ABM, to dig in on how to move high potential prospects through the buyer journey after they raise their hand by tailoring and personalizing their experience through more personalized nurturing.

Listen now to learn ABM techniques that can be combined with your demand generation efforts to create a powerful combination that helps improve your potential to close large, lucrative deals.  

00:01Introduction
01:12 What is ABM and how is it different from demand generation?
07:05 Why ABM programs underperform 
09:43 Why it’s important to deliver better and more relevant experiences 
15:24 ABM technology isn’t necessary for successful ABM implementation
18:59 ABM and demand generation can optimize each other's functions
22:12 Why demand generation is key for successful ABM implementation
22:18Why targeting the right accounts is important to ABM success
23:27 Prioritizing leads based on activities and intent triggers
24:40 Conclusion

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.