Frenemies - Where Sales and Marketing Talk
Welcome to Frenemies - the podcast where Sales and Marketing talk. Julia Hartwig believes that the B2B system is broken and that Sales and Marketing don't have to be Frenemies. That's why she sits down once a week to uncover how Sales and Marketing can be more aligned, how to create impactful campaigns, and industry news.
Frenemies - Where Sales and Marketing Talk
#28 ABM with Casper Rouchmann
Account-based Marketing or ABM - everybody talks about, but should everybody invest in ABM? On this episode of Frenemies the Demand Generation and ABM expert Casper Rouchmann joins Julia to give his insights on when you should invest in ABM, how to get started, and what you need to know.
The topics discussed in this episode:
- Defining the resources and personalization you can allocate to ABM
- The 3 types of ABM
- ICP mapping and account segments
- Why ABM is a long game
- How much personalization is needed to get started
- The ideal frequency of ABM campaigns
- The right metrics to measure ABM
- How to scale ABM activities
- Are ABM and ABS the same?
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