Account Based Marketing, or ABM, continues to be adopted by companies seeking to gain a step change in their marketing efforts.

But it is not for everyone. It remains a strategy for B2B companies selling to enterprise. Last week, I sat down with James Rostance, Presenter of The 414 and the UK’s No.1 B2B Marketing podcast to discuss the state of play for ABM in 2021.

Some of the questions I answer include:

1. What is ABM?
2. Can you adopt parts of ABM and if so which parts?
3. What are the prerequisites of ABM?
4. Avoiding failure in ABM.

Watch the full episode below.