Let’s talk ABM 75. From ABM to ABX
Mar 19, 2025
Evett Baranov, Global Digital ABM Lead at Workday, shares her wealth of experience in Account-Based Marketing. She elaborates on the seamless integration of ABX with demand generation strategies. Evett introduces the FIRE score framework for precise account selection and discusses the significance of targeting the right accounts. The conversation also covers innovative out-of-home advertising tactics, the benefits of ungated content for busy executives, and the importance of collaboration between marketing and sales teams for measuring success.
Chapters
Transcript
Episode notes
1 2 3 4 5 6
Intro
00:00 • 4min
Navigating Account-Based Strategies
03:33 • 22min
Innovative Out of Home Advertising Strategies in ABX
25:18 • 2min
Targeting Executives: Personalization and Strategy in Advertising
27:39 • 4min
Navigating Gated vs. Ungated Content in Account-Based Experiences
31:50 • 4min
Mastering Account-Based Marketing
35:20 • 15min