Customer-led growth, AI, and high-impact plays every B2B team should use | OnBase podcast

Описание: In this episode of OnBase, Corrina Owens breaks down what most B2B teams are missing when it comes to account-based marketing (ABM), customer expansion, and AI-powered go-to-market strategy.

Corrina shares her non-traditional path into B2B SaaS, why generalists thrive in modern marketing, and how ABM has evolved far beyond “tactics” like direct mail and targeted ads. She dives deep into first-party data, ICP clarity, and the biggest blind spot in B2B: companies only land ~30% of potential ARR on first purchase, but stop all coordination afterward.

You’ll learn how to build customer-led growth, create meaningful brand moments, run high-impact ABM plays, and use AI to democratize data and accelerate alignment across teams.

If you’re in B2B marketing, sales, RevOps, or go-to-market leadership, this conversation is packed with insight you can apply immediately.

What you’ll learn:

-Why ABM is a full go-to-market operating model

-How to uncover your real ICP using first-party data

-Why customer expansion is the #1 missed revenue opportunity

-High-impact “give-first” ABM plays any team can run

-How AI is transforming GTM strategy

-The human skills sellers must master in a digital-first world

Chapters:

00:00 – Intro
02:16 – Corrina’s path from teaching to B2B SaaS
05:28 – What ABM really means (and why most get it wrong)
07:43 – Using first-party data to define ICP
10:16 – The case for customer ABM
15:31 – High-impact ABM plays
18:36 – The biggest challenge for B2B sellers today
23:51 – Corrina’s favorite tools + AI use cases

Resource recommendations:
-The 12 ABM plays by Corrina Owens -   / corrina-owens_here-are-12-account-based-ma...  

-The Power of Onlyness, a book by Nilofer Merchant - https://nilofermerchant.com/big-ideas...


🎙️ Guest: Corrina Owens |   / corrina-owens  
🧠 Host: Chris Moody |   / chrismoody  

🎧 Subscribe to OnBase for more conversations with the people redefining B2B marketing and tech.
Spotify: https://open.spotify.com/show/7Hwa9es...

Apple: https://podcasts.apple.com/in/podcast...

Website: https://www.demandbase.com/podcasts/o...

#abm #accountbasedmarketing #b2bmarketing #customerengagement #customerledgrowth #saasmarketing #b2bsaas #gtmstrategy #MarketingPodcast #AIinMarketing