Ep. 57: How B2B Companies Can Leverage ABM Strategically to Generate Better Results – Interview w/ Declan Mulkeen

Account-based marketing (ABM) is not just good B2B marketing – it transcends one function or department. On this week’s episode, we talk to ABM champion Declan Mulkeen (CMO, strategicabm) about how ABM can help to unify marketing, sales, and other functions within the organization to do the impossible to enable sales to win accounts, and why you should use a “strategy first” instead of a “technology first” approach. He also explains why he believes ABM can’t be done for any type of account, and how you should get close to sales as well as start small when you’re rolling out initiatives.