When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.

How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?

In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation. 

 

About Ryan Elmiger: 

Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow.

Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized content that speaks to specific account needs and imperatives.