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Full-Funnel B2B Marketing Show
Episode 156: How to handle leadership objections about demand gen & ABM with Andrei & Vladimir
Mar 11, 2025
Discover how to tackle leadership objections regarding demand generation and account-based marketing. Learn why sales push back on these initiatives and the data you need to counter those concerns. Explore strategies for aligning marketing and sales efforts while managing expectations for ROI. Gain insights into crafting internal business cases that win executive buy-in. Uncover the significance of personalized offerings and the shift from quantity to quality in outreach to engage high-potential targets.
45:45
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Quick takeaways
- Understanding the root causes of leadership objections to demand gen and ABM is crucial for addressing concerns effectively and fostering collaboration.
- Utilizing performance data and showcasing low-cost ABM success stories can help mitigate fears of high investment and demonstrate value to stakeholders.
Deep dives
Understanding Objections to New Programs
Introducing new marketing programs like Account-Based Marketing (ABM) and demand generation often faces resistance from sales and leadership teams. Common objections stem from a protective mindset among salespeople who fear losing control over their accounts and a perception that marketing lacks crucial domain knowledge. Sales professionals may worry that marketing does not fully grasp their buyer personas or understand the selling process effectively. Addressing these objections requires data and proof points to demonstrate the effectiveness of new initiatives, thereby fostering trust and collaboration between sales and marketing teams.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode