Approaching an ABM Pilot vs ABM Strategy

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Shahin chats with Robert Norum, ABM consultant & trainer, to chat about the challenges of running ABM pilots and gives suggestions for how B2B markets can get better results.

The episode covers the following:

How to define ABMWorking with a full-stack ABM modelPilots and GTM strategiesThe challenges with ABM pilots

Robert has over 30 years of experience in B2B Marketing, working in media, marketing and technology. He has spent over 10 years at the cutting edge of ABM helping to develop strategy, messaging and delivery programs for some of the world’s largest organisations and their agencies. He consults across the ABM spectrum, is an experienced workshop facilitator, trainer, and a regular speaker at B2B Marketing events.

Robert has been running the ABM Essentials training course for B2B Marketing for the last 6 years, training over 600 marketing professionals in the process. He is also the Growth leader in their Propolis community where he provides ABM advisory services to members.

Resources mentioned in this episode:

A Practitioners Guide to ABM - Bev BurgessCrossing the Chasm - Geoffrey MoorePropolis - B2B Marketing

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For your copy of the State of ABM in APAC Report (2022): https://xgrowth.com.au/abm-report/

Join the Slack channel: https://growthcolony.org/slack

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]