Isaac Ware, the director of demand generation at UserGems, discusses his background in B2B marketing and his role at UserGems. He explains his preference for B2B marketing over B2C due to the frustration with smaller ticket items in e-commerce. Ware also discusses his responsibilities at UserGems, including paid media, ABM, deal acceleration, and SEO. He emphasizes the importance of targeting the buying committee of specific accounts as part of their ABM strategy and explains how they use UserGems to identify and target the buying committee. Ware also discusses their use of LinkedIn and Facebook/Instagram ads, as well as their focus on retention and decreasing churn. He shares his plans for optimizing their ABM program and offers advice for early-career B2B marketers, including the importance of choosing the right company to work for and gaining diverse experience.