ABM is a journey not a destination – the road to nirvana is often a rocky one. Tune in to the latest DemandGen.tv and DemandGen Radio episode “ABM Trials and Tribulations ft. Moira van den Akker”. Dave Lewis and I talk about my experience getting an account-based go-to-market initiative off the ground. We talk about the misnomer that is “ABM” and I share obstacles I’ve faced while leading the account-based marketing initiatives at Trimble.

On the episode, Dave and I explore how to overcome many of the common roadblocks on the way to ABM, including how to get sales and the executive team onboard, how to decide which accounts to target and what technologies you need to implement, how to gain a full understanding of your buyers and their propensity to buy, and more.

Watch the DemandGen TV episode below.

You can find the podcast episode #213 “ABM Trials and Tribulations ft. Moira van den Akker” here.