Reasons to maintain distinct funnels for ABM and demand gen strategies
Webinar Recording - 8/19/21
Double your pipeline with the double funnel
Discover how to operate both account-based marketing and demand generation using separate, specialized funnels.
This event has concluded. The content below is preserved for reference.
In this webinar, you will learn:
Specific marketing tactics suited to each funnel type
Methods for measuring performance across both funnels
Speakers
Jason Widup
VP of Marketing, Metadata
Chris Moody
Senior Director, Gartner
How to use this resource in evaluation
Use Double Your Pipeline With the Double Funnel as a working prompt for your buying committee, not as a standalone takeaway. The useful question is how the idea turns into governed campaign execution: which accounts are included, which contacts are reachable, which channels carry the message, which budget controls apply, and how results are reviewed after launch.
Bring the resource into a demo or internal planning session and ask each owner to inspect a different layer. Demand generation should review the audience and offer logic. RevOps should inspect CRM, marketing automation, and reporting flow. Sales should confirm whether the campaign creates context they can act on. Finance should ask how spend, conversion quality, opportunity creation, and pipeline are connected before budget expands.
Before treating this as complete, compare the recommendation against one current campaign. Check the audience source, channel fit, exclusion logic, approval owner, expected conversion path, and the report your revenue team will use after launch. That keeps the resource tied to an inspectable operating workflow.
Audience fit
define the exact account, contact, customer, or intent segment this idea should reach.
Campaign controls
confirm approvals, exclusions, budget limits, creative variants, and launch readiness before spend starts.
Measurement path
decide which leading indicators matter early and which pipeline outcomes matter before scaling.
Next action
turn the concept into one reviewed campaign object, one owner, and one follow-up date.
The strongest walkthrough should make the resource concrete: a campaign plan, visible guardrails, and a reporting path that a revenue team can inspect without relying on native ad-platform summaries alone.