Revenue Riser podcast: Lifting the lid on Account Based Marketing
Show notes
Account-based marketing encompasses an organisation’s entire go-to-market strategy. It involves deep understanding of a few target customers or prospects – and crucially the people within them.
Contrary to the name, ABM is about far more than marketing. It encompasses sales, customer success, research, and planning. And although SaaS products play an important role, it is not a tech-driven solution, but rather a collaborative insights-based approach, aided by technology.
Meet the guests
Helen Brown is the founder of See-Blue Marketing, a specialist tech sector marketing agency. I was struck by Helen's clear picture of what makes a successful ABM approach and invited her to share her knowledge on this podcast. Steve Bonadio is VP of Global Demand Generation at Ivalua, a growing spend management platform. Steve combines strategic thinking and pragmatism and brings a wealth of direct experience in implementing ABM.
Helen Brown
Founder, See-Blue Marketing
Steve Bonadio
VP, Global Demand Generation
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