ABM for the Future and Beyond
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Winfried Schultz to discuss how to bring ABM into the future.
Episode 52: ABM for the Future and Beyond
ABM had its moment in B2B marketing not that long ago. Many marketers, including those on this podcast have discussed how ABM can be a transformative strategy. However, it seems the trendiness of ABM resulted in many marketers not understanding what makes it truly powerful and engaging in activities that value quantity and efficiency over quality and authenticity. What do B2B marketers need to know in order to decide if ABM is right for their business and how to effectively connect with their audience? What needs to change to bring ABM into the future?
So if you use the automation to enable the marketing team to do something that is still unique but it is faster and better, it scales better, that then is the real benefit you’re going to have. But if you just want to use something where you automate sticking logos on something, that is not ABM.
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