Account-based marketing has been with us a few years, but it does have many definitions and processes. What is it? How it's done? What the strategy and tactics are? Is it a marketing or sales tactic? Or both.
My guest is Mike Maynard, CEO of NapierB2B in the UK and a specialist B2B marketer and communicator. He has worked both client and agency side, and has helped some of the biggest B2B brands in markets from semiconductors to airport logistics systems. He has built Napier from a small 7-person boutique agency into an organization approaching almost 50 people and a European network of freelancers though both organic growth and acquisition.
Take a listen!
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