Ep. 38: How the Right ABM Approach Can Increase Influence and Create Greater Wins - Interview w/ Kristina Jaramillo

It seems to be a buzzword in B2B marketing recently: account-based marketing, or ABM. But what is the right ABM approach that will help B2B firms to generate greater returns? We have an engaging conversation about this with Kristina Jaramillo (President, Personal ABM). During our discussion, Kristina talks about what a lot of organizations are getting wrong with ABM, some of the key things that they need to consider when investing in ABM, what has changed in the landscape as a result of the pandemic, and how organizations should build alignment in order to drive ABM success.