DemandGen Radio

#117 Driving Pipeline with ABM

June 23, 2019


ABM has developed into a proven strategy for helping marketers identify and target named accounts that are most likely to contribute to pipeline goals. In this episode, Pat Oldenburg of ServiceMax shares why his team made the pivot towards being more account-focused and how this has led marketing to be more accountable when it comes to pipeline contribution. Listen as Pat goes into detail on how he and his team defined and implemented an ABM strategy, how it has better enabled sale reps within the organization, how they’re keeping their data clean, and more.