When Sangram Vajre of Terminus wrote the first book on ABM in 2016, none of us really understood the impact ABM would have on the B2B industry. In the years since the book was published, ABM has become a staple of countless marketing strategies. It’s no longer about why ABM is necessary, but how to properly implement successful strategies.
“Marketing automation put marketers in a demand generation box,” said Vajre. “Account-based marketing has helped people kick themselves out of that box.”
Ahead of the first B2B Sales & Marketing Exchange — the union of FlipMyFunnel, Demand Gen Summit and REVTalks — we caught up with the mastermind behind the #FlipMyFunnel podcast to chat about the new event, as well as to hear his thoughts on the progression of ABM over the past few years.
During the chat, Vajre discussed:
- Why the value of marketing is defined by sales;
- The next phase of #FlipMyFunnel;
- The number of ways different ABM practices have taken shape; and
- The “how-to” nature of the sessions in the FlipMyFunnel track at #B2BSMX.
Vajre will deliver the opening keynote during #B2BSMX on August 12. Want a front row seat? Register for the event now!
