EP 55 - Why Your ABM Strategy Might Be Failing with Andrei Zinkevich @ Fullfunnel.io
ABM was supposed to fix the waste in B2B marketing. And when it's done right, it does. The problem is that most teams aren't doing it right, and deep down, they already know it.
Lists of target accounts that sales never bought into. Intent data subscriptions that surface the same signals every competitor is already acting on. Coordinated campaigns that look impressive in a deck but never quite produce the pipeline they promised. These aren't signs that ABM doesn't work. There are signs that the strategy got watered down somewhere between the whiteboard and execution.
Andrei Zinkevich has…
The skinny
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