The Importance of ABM in Marketing

In this episode of Stacking Growth, Carl spills his hot takes to Cassidy on Product-Led Growth and Account Based Marketing.

They expand on the idea that PLG, often billed as the future of enterprise software, is typically just a repackaged version of old school lead generation, diving into some common misconceptions surrounding Go-To-Market strategies of unicorn products that can make these arguments irrelevant. 

Then, they dig into the confusion around ABM and how in most instances it’s just another way for marketing to execute lead gen. They also cover the idea that, instead of ABM being viewed as just good marketing fundamentals, it’s been separated from General Marketing strategies, the foundational confusion in treating it as a separate concept, and how the impact of technology has started to lead strategy instead of strategy leading technology.