Ep. 580 | Modern ABM strategies: outcomes, AI, and buying groups
Traditional ABM frameworks are no longer enough.
In this episode of the OnBase podcast, Paul Gibson sits down with Declan Mulkeen, CMO at Strategic ABM, to explore how modern ABM strategies are evolving toward outcomes, relevance, and long-term customer value.
They discuss why customers do not buy “ABM models,” how buying groups should really be approached, the role of AI in accelerating insight without losing trust, and why lifetime value is becoming the most important metric for B2B growth.
If you are rethinking your ABM approach or struggling to prove impact beyond marketing metrics, this…
The skinny
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