This episode looks at the continued evolution of ABM, highlights key ABM data points from Gartner’s 2024 Tech Marketing Benchmarks and includes a discussion about key drivers of best-in-class ABM programs.

Host Todd Berkowitz is the practice vice president for Gartner’s technology marketing practice. Todd manages a team of analysts that advise B2B technology marketing leaders across a wide range of topics including marketing org design/leadership, budgets and metrics, demand generation and ABM, product marketing, marketing ops, sales enablement, and customer experience. Previously, Todd initiated and built Gartner’s coverage around ABM and ABM platforms.

Guest Ray Pun is a senior director analyst in Gartner’s technology marketing practice that serves emerging, midsize and enterprise-level technology and service providers. He provides research and advisory services to help clients improve their go-to-market effectiveness with a focus on ABM, marketing metrics and B2B marketing technologies. As a key initiative leader, he is responsible for orchestrating a vibrant research agenda for topics related to partner and developer ecosystems, product-led growth and marketing performance. In addition, Ray is the lead author for Gartner’s Magic Quadrant for Account-Based Marketing Platforms.

Guest Jenifer Silverstein is a senior director, analyst for Gartner for Technology and Service Providers, based in Massachusetts. She is a content leader for Gartner’s research focusing on technology marketing demand generation planning and execution. In her role as analyst, she provides research and advisory services to help clients establish and optimize their demand generation, ABM and digital marketing strategies. She is a co-author for Gartner’s Magic Quadrant on Account-Based Marketing Platforms, delivering a comprehensive view for marketers to evaluate platforms that can best help their organization enable better decision making, improve engagement across accounts and deliver measurable value.