Modern ABM strategies: outcomes, AI, and buying groups | OnBase podcast скачать в хорошем качестве

Modern ABM strategies: outcomes, AI, and buying groups | OnBase podcast

Modern abm strategies are changing fast. In this episode of the OnBase podcast, Paul Gibson speaks with Declan Mulkeen, CMO at Strategic ABM, about how account-based marketing is evolving beyond traditional frameworks into outcome-based, customer-centric strategies. You will learn: -Why traditional abm models no longer work. -How outcome-based abm aligns marketing with revenue and retention. -The real role of buying groups in successful abm programs. -How ai can accelerate abm without replacing human strategy. -Why relevance and lifetime value are shaping the future of b2b growth. This episode is essential viewing for b2b marketers, revenue leaders, and go-to-market teams looking to modernize their abm strategy. Chapters: 00:00 - Introduction to modern ABM 01:18 - Declan Mulkeen’s journey into modern ABM 03:52 - Why traditional ABM models no longer work 06:08 - Speaking the language of the C-suite with outcome-based ABM 08:31 - Buying groups are not new, but execution matters 12:53 - ABM is about people, not personas 16:11 - “Human first, AI fast” in modern ABM strategies 25:37 - Interest vs intent explained through the Volvo analogy 39:12 - Outcome-based ABM in action: the AVEVA case study Guest speaker: Declan Mulkeen |   / declanmulkeen   Host: Paul Gibson |   / gibsonp   🔔 Subscribe for more insights on account-based marketing, b2b growth, and go-to-market strategy. Spotify: https://open.spotify.com/show/7Hwa9es... Apple: https://podcasts.apple.com/in/podcast... Website: https://www.demandbase.com/podcasts/o... #abm #accountbasedmarketing #gtmstrategy