Evett Baranov

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.