At its core, Account Based Marketing is just great enterprise B2B marketing. But it is its ability to scale and still deliver that is seeing its rise.

I sat down with Declan Mulkeen over at Strategic IC to talk about the topic, its growth due to Covid-19 and why the majority of B2B marketers are adopting it.

We covered off:

• The role of data in successful ABM programmes
• Where Radiate B2B in your ABM tech stack
• Hyper-personalisation and advertising
• The importance of sales and marketing to Account Based Marketing

You can watch the video below – for a full transcript head over here. You can also see the full series here.