Navigating the Complexities of Account-Based Marketing (ABM)

One of the biggest obstacles to great account-based marketing is an unsupportive senior leadership team. Without internal buy-in, young ABM programmes are faced with a lack of cross-functional alignment, low budgets and short timespans to prove effectiveness: limitations that inevitably prove gatekeepers correct.

On this FINITE Podcast episode, Jenna Chambers, Head of EMEA Partnerships at Terminus, shares her advice on gaining internal support to kickstart ABM programmes that see results.

This episode covers:
- Why its a challenge for B2B marketers to get internal buy-in for ABM
- The best starting point for ABM
- Kickstarting ABM with a pilot programme
- Defining budgets
- Getting the sales team on board
- Metrics to prove the value of an early ABM programme

The FINITE Podcast is made possible by Terminus: the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM.