ABM for the Future and Beyond, with Winfried Schultz, VP Marketing EMEA at Teradata

Episode notes

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Winfried Schultz to discuss how to bring ABM into the future. ABM had its moment in B2B marketing not that long ago. Many marketers, including those on this podcast have discussed how ABM can be a transformative strategy. However, it seems the trendiness of ABM resulted in many marketers not understanding what makes it truly powerful and engaging in activities that value quantity and efficiency over quality and authenticity. What do B2B marketers need to know in order to decide if ABM is right for their business and how to effectively