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!