Stop Treating ABM as a Monolith (with Matt Steffen)

Episode notes

What’s the right approach to ABM? Former Forrester analyst and ForgeX research advisor Matt Steffen joins host Jim Gilkey to share the pitfalls he sees in most ABM teams today. The big issue: treating ABM as a one-size-fits-all strategy. Matt reveals survey insights from 118 B2B marketers—including the top three challenges ABM teams face right now. He explains why not understanding your ABM deployment model is holding your program back, how this confusion impacts budget, and why the debate over the definition of ABM misses the point. Get clear, actionable advice on defining, differentiating, and operationalizing one-to-one, one-to-few, and one-to-many ABM. If you want to avoid the most common mistakes in account-based marketing, this episode is your wake-up call. Guest Bio Matt Steffen is a senior research advisor at ForgeX, an analyst firm and community dedicated to account-based go-to-market strategies. A former Forrester analyst, Matt specializes in account-based marketing research and best practices, including sales and marketing alignment and vendor selection for ABM programs.