Chili Piper 33 min

How a Small Team Measures and Scales 300 ABM Campaigns with Isaac Ware from UserGems

Demand Gen Chat is back in 2023 with a brand new season! In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems. Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month! Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.


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