How Field Marketing is Leading ABM for DigiCert and How the Team is Taking a Crawl, Walk, Run Approach to Drive ABM Success
In other ABM Done Right Podcasts, including the one with the CMO of Hushly, we talked about the state of ABM in cybersecurity and other industries that are in a crowded, undifferentiated space where transactional sales are prevalent. In this podcast with Michelle Radlowski (Senior Director, AMS & EMEA Regional Marketing and ABM at DigiCert), we explore:1. Why most ABM programs in cybersecurity are not leading to higher deals and greater ARR, GRR and NRR growth. There are 4 main reasons!2. Why many cybersecurity firms report 10% YoY drops in enterprise deals closed.3. The role field marketing is playing in ABM, especially if you want to move accounts to revenue.4. How teams should be integrating and taking an account-based GTM approach.5. How DigiCert is taking a crawl, walk, run approach -- and the testing that the team completed before moving forward with ABM.6. The account-based enablement that's needed across the board for marketing, sales, field marketing and customer success teams.