Winning with ABM: A Practical Guide for B2B Marketers

In this episode of "Marketing in the Now," David Reske interviews Sebastian Pestritto, a four-time CMO and author of "A Practical Guide to Account-Based Marketing," to explore the strategic approach of ABM. Sebastian emphasizes that ABM, unlike broad marketing, targets specific companies and individuals, and is often misunderstood due to a rush to tactics over strategy. He explains that successful ABM requires a deep understanding of customer problems, targeted content for various buyer personas, and leveraging the right technology stack for scalability. The conversation also covers the crucial alignment of marketing and sales for ABM success, the role of intent data in identifying in-market buyers, and how to effectively measure ABM's impact through funnel metrics and conversion analytics.