Marta George

Marta George, Head of EMEA ABM programs at Ping Identity, shares her journey in ABM strategy post-merger. She reveals how scaling down target accounts led to deeper engagement and better results. Marta emphasizes that ABM is about building long-term relationships, not quick wins. With insights on choosing fewer accounts, co-creating value with partners, and using AI to enhance personalization, she illustrates the importance of collaboration with sales and the need for leadership buy-in to measure success beyond metrics.