Episode #287: Paul Gottsegen, CMO and President at ISG, explains why conventional ABM approaches often fail to create real buyer trust. He discusses conversational messaging, customer understanding, and the limits of AI-generated communication. Paul also shares why human connection and customer pain points must guide modern go-to-market execution.
In this 7:10 video, Paul Gottsegen explains why the voice of the customer declines when marketers overcomplicate ABM with too many personas. He explains why marketers must deeply understand customer pain points rather than rely on broad assumptions. Paul also explains why shallow personalization often weakens buyer trust instead of strengthening engagement.
Episode #287: Paul Gottsegen, CMO and President at ISG, explains why conventional ABM approaches often fail to create real buyer trust. He discusses conversational messaging, customer understanding, and the limits of AI-generated communication. Paul also shares why human connection and customer pain points must guide modern go-to-market execution.