Let’s talk ABM 85. From PLG to ABM: How Datadog Built an Account-Based Growth Engine
Nov 14, 2025
In this discussion, Kevin Driscoll, Head of Global ABM & Campaigns at Datadog, shares his expertise in account-based growth. He reveals how Datadog successfully shifted from a product-led growth model to a focused ABM strategy. Kevin emphasizes the importance of pipeline as a key metric and the creativity that B2C marketing can bring to B2B engagements. He also explores effective multi-threading tactics, the role of AI in enhancing personalization, and how team structures can unite sales and marketing for maximum impact.
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Pipeline As The ABM North Star
- Datadog treats ABM as account-based growth with pipeline as the North Star metric.
- Prioritize activities that demonstrably drive measurable pipeline impact over creative effort alone.
Tie Personalization To Concrete Outputs
- Do link time-intensive personalization and account planning to concrete outputs like landing pages or campaigns.
- Only invest effort when the input clearly maps to measurable engagement or pipeline outcomes.
From PLG Roots To ABM Needs
- Datadog began as a PLG company focused on high-volume trials across many account types.
- That PLG foundation still fuels growth but left gaps for large or security-restricted accounts needing ABM.