B2B Marketing Exchange Podcast Summary

Episode Title: Striking The Right Balance Between Demand Gen & ABM
Release Date: September 18, 2024
Host: Claudia Tirico
Panelists:

• Kelly Lindaneau – Demand Gen Report
• Sam Nohava – Blue Yonder
• Madeline McGuire – Grubhub
• Annie Chamberlain – Lumen Technologies

Introduction to the Topic

In this insightful episode of the B2B Marketing Exchange Podcast, host Claudia Tirico moderates a panel discussion focused on balancing Demand Generation (Demand Gen) and Account-Based Marketing (ABM) strategies. Recorded live at B2BMX West in Scottsdale, the panel brings together top marketing professionals to explore how these two pivotal strategies intersect and complement each other in today’s competitive B2B landscape.

Panelist Introductions

The panel features seasoned experts in B2B marketing:

• Annie Chamberlain from Lumen Technologies, specializing in large enterprise ABM.
• Sam Nohava from Blue Yonder, leading global marketing efforts with a focus on industry and function specialization.
• Madeline McGuire from Grubhub, with over 15 years in B2B marketing, overseeing corporate accounts and ABM initiatives.

Defining ABM and Demand Generation

The discussion begins with clarifying the distinctions between ABM and Demand Gen:

• Annie Chamberlain ([05:53]): At Lumen, ABM is heavily invested in targeting large enterprises with personalized strategies, while Demand Gen handles high-volume, lower-value accounts through traditional lead generation methods.

• Sam Nohava ([06:55]): Blue Yonder differentiates ABM as one-to-one or one-to-few strategies, managed by specialized teams, whereas Demand Gen focuses on broader, intent-based marketing to drive high-value account engagement.

• Madeline McGuire ([09:51]): Grubhub distinguishes Demand Gen as a one-to-many approach and ABM as targeting specific high-value accounts, adapting strategies based on the customer segment, such as personalized "surprise and delight" tactics for VIP restaurants.

Common Misconceptions Between ABM and Demand Gen

Kelly Lindaneau ([12:49]) identifies three prevalent misconceptions:

1. Siloed Operations:
   “The two functions can be, but they shouldn't be. If you're doing your job correctly, especially if you're a marketing leader, you should encourage collaboration and partnership for the creation of one demand generation plan.”
   Emphasizes the necessity of integrated strategies between ABM and Demand Gen.

2. Demand Gen as Scatter and Pray:
   “Demand gen is not that way. Our demand gen marketers certainly use ABM technologies. They use ABM practices.”
   Highlights that modern Demand Gen is strategic and leverages ABM tools.

3. ABM as a Silver Bullet:
   “ABM is a strategy, not a tactic... it requires teamwork, it requires seller and BD active engagement. And without that, it's nothing.” ([12:49])
   Stresses that ABM is not a standalone solution but a comprehensive strategy requiring collaboration.

Madeline McGuire ([14:57]) adds another layer:

• ABM is Not Just Marketing’s Responsibility:
  “It really requires tremendous buy-in from every level of the organization up to the leadership, but particularly with the sales team.”
  Underlines the critical role of sales in the success of ABM initiatives.

Sales and Marketing Alignment

The panel delves into the importance of aligning sales and marketing teams to effectively execute ABM and Demand Gen strategies:

• Madeline McGuire ([16:52]):
  “The key is to be very intentional about creating a really good relationship... don't be afraid to set the example and make sure that when the sales team are celebrating and announcing big wins, that they're making sure to call out the marketing teams and vice versa.”
  Advocates for intentional relationship-building and shared objectives.

• Annie Chamberlain ([19:45]):
  Discusses Lumen’s transformation and the cohesive go-to-market strategy involving sales, marketing, and customer success to ensure a unified customer experience.

• Kelly Lindaneau ([21:08]):
  Emphasizes regular meetings and understanding key metrics to maintain alignment, advising marketers to connect deeply with sales leaders to foster collaboration.

Future Initiatives for 2024

Looking ahead, panelists share their strategic priorities for the coming year to enhance ABM and Demand Gen effectiveness:

• Annie Chamberlain ([23:37]):
  “We are working this year to really shift from product marketing to customer outcome-based message marketing... bring all of our ABM functions in house.”
  Focuses on customer-centric messaging and internalizing ABM operations.

• Kelly Lindaneau ([24:27]):
  Discusses redefining KPIs beyond traditional metrics like source pipeline, refining ABM account lists, and enhancing sales enablement to better support new sales reps and maintain program effectiveness.

• Madeline McGuire ([27:05]):
  “We’re very excited about leveraging tech to accelerate pipeline velocity... ensuring that the content we’re putting out there is relevant and helpful.”
  Aims to utilize technology for faster pipeline growth and more impactful content.

Conclusion

The panel wraps up by acknowledging the complexity of balancing ABM and Demand Gen, advising marketers to adopt a strategic, integrated approach tailored to their unique business models. Claudia Tirico encourages listeners to implement actionable insights from the discussion to enhance their marketing strategies.

Notable Quotes:

• Kelly Lindaneau ([00:00]):
  “ABM is a strategy, not a tactic... it requires teamwork, it requires seller and BD active engagement. And without that, it's nothing.”

• Sam Nohava ([06:55]):
  “We follow the traditional model where one to many is owned by field marketing and one to one and one to few is owned by the ABM teams.”

• Madeline McGuire ([09:51]):
  “Account based marketing in that segment looks very much like turning up with popsicles on a hot day for all the employees that work in the restaurant.”

This episode offers valuable perspectives on integrating ABM and Demand Gen, emphasizing strategic alignment, collaboration between sales and marketing, and adaptive strategies to meet evolving market demands. Marketers seeking to optimize their B2B strategies will find actionable insights and expert advice to guide their efforts.