Let’s talk ABM

66. Next Generation ABM

Jun 19, 2024
Guest
Celia Slack
Celia Slack, Pursuit Marketing Lead at ServiceNow, dives into the world of Account-Based Marketing (ABM) and Pursuit-Based Marketing (PBM). She discusses the distinctions between ABM and PBM, emphasizing the need for agility and collaboration between sales and marketing. Celia shares insights on implementing successful ABM programs, the challenges of reporting, and how generative AI can elevate marketing strategies. Her take on One-to-many ABM and the importance of managing key accounts is particularly enlightening!
Ask episode
Chapters
Transcript
Episode notes
1
Intro
00:00 • 2min
2
Navigating the Shift from ABM to Pursuit Marketing
01:48 • 17min
3
Navigating ABM Reporting Challenges
18:40 • 7min
4
Exploring the Impact of Generative AI on Account-Based Marketing
26:00 • 2min
5
Understanding Pursuit-Based Marketing and Its Strategic Value
27:59 • 3min
6
Collaborative Strategies in ABM
31:07 • 3min