Great account-based marketing starts with the right strategy.
In Episode 2 of the Explore Podcast, we take a closer look at what effective ABM strategy really looks like, and why getting the foundations right is essential to success. Andy Johnson, Founder & Head of Client Strategy, and Tom Edwards, Senior ABM Strategist, join ABM expert and podcast host Robert Norum for an open and insightful conversation about turning ABM ambition into a strategy that works.
With so many moving parts to consider, from account mapping and audience understanding to channel orchestration and measurement, ABM can quickly feel overwhelming. But successful ABM isn’t about doing everything at once. It starts with having a clear strategy, knowing which accounts to focus on, understanding what matters to them, and building a coordinated approach around your goals.
In this episode, our three experts explore what that looks like in practice, the impact a well-defined strategy can have, and the questions marketers should be asking to set their ABM programmes up for success. Whether you’re refining an existing approach or looking to strengthen your ABM foundations, this conversation offers practical insights and expert perspectives to help you think differently about your strategy.
Watch the full episode to discover what separates ABM that delivers from ABM that misses the mark.
Coming up next: In Episode 3, we turn our attention to Measurement & Reporting, exploring how to understand, demonstrate and communicate the impact of your ABM activity.
Practical insights. Expert perspectives. Honest conversations.
