David Keene, the European CMO for Wipro, recently joined Eric Gruber (CEO of Personal ABM) on the ABM Done Right Podcast to discuss his ABM hot takes including:
1. How ABM shouldn't replace demand gen and brand marketing pillars.
2. How we shouldn't think so much about MQLs or even MQAs and how we need a narrow view of the funnel where we are focused on accounts that have a very low chance of losing and a very high chance of moving to revenue at a high ACV
3. How 1:1 ABM is about the people inside the accounts we want to land and expand so it's important to incorporate personality-based marketing into your ABM program.
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