Why Longbow Advantage's CMO is Not Investing in Terminus and Other ABM Tech Yet - A Conversation with Leigh Chesley

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On LinkedIn, Kristina Jaramillo (President of Personal ABM and today's host) asked: What is ABM to you and what is it not. Leigh Chesley (VP of Marketing at Longbow Advantage) said it is a business growth strategy and an organizational approach --- not a technology.

In this podcast roundtable with Kristina, Leigh and Eric Gruber (CEO of Personal ABM), you will learn:

• Why you should not rush into investing in ABM tech like 6sense, Terminus, Demandbase, and others and how ABM should be an organizational decision and not a tech decision. 
• How technology is only amplifying issues that are keeping accounts from getting to revenue. 
• How a focus on technology and digital ads led to an under-performing ABM program  for a large enterprise competitor of JDA/BlueYonder
• How Leigh would approach ABM differently at Longbow Advantage, how she'd build her ABM program and what the ABM strategy may look like. 
• How sales and marketing at Longbow Advantage are working together to get accounts to revenue. 

Kristina also talks about ABM should not be synonymous with ABM tech in this podcast rant.

As we discussed ABM strategy, you may want to read Kristina's article on the G2 blog:
"Rethink your ABM strategy to drive revenue growth"

You may also want to listen to our other ABM conversations, with leaders like:

• Mark Stouse (CEO of Proof Analytics)
• Nick Bennett (Director of Field Marketing and ABM at Alyce)
• Vijai Shankar (VP of Product Marketing for Uniphore)
• Jeff Pedowitz (CEO of the Pedowitz Group)
• Jess Larkin (ABM Leader at Okta)
• Jarod Greene (VP of Product Marketing at Highspot)
• Cassidy Shield (VP of Marketing and Sales at Narrative Science)