B2B marketing is undergoing a recalibration. The days of chasing MQLs as the north star are giving way to strategies rooted in precision, orchestration, and meaningful engagement across entire accounts. For Brianna Miller, Director of Demand Generation at Cohere Health, this evolution isn’t theoretical. It’s personal, practical, and rooted in years of frontline experience leading ABM initiatives in healthcare technology.
As account-based marketing (ABM) continues to gain traction, many GTM leaders face the same challenge: how do you operationalize ABM at scale without overloading your team or overspending on tools? Amid tightening budgets and growing pressure to prove marketing’s revenue impact, ABM must walk a fine line between sophistication and simplicity.
When Brianna joined Cohere Health, the company was already exploring account-based marketing platforms. Several demos had taken place, and well-known vendors like 6sense and Demandbase were under consideration. But the final decision to go with RollWorks, recently rebranded as AdRoll ABM, was shaped not just by capabilities, but by a sharp understanding of organizational readiness, budget constraints, and a repeatable track record of success.
This is the story of why one demand gen leader chose not the most expensive or feature-rich tool, but the right-sized one. It was a platform that matched her company’s GTM maturity, empowered her sales team, and delivered measurable impact without overwhelming the team or the budget.
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