39. Series 2 | Ep 2 Shifting an entire marketing approach to ABM - the why, the how and the now with Amit Bivas, VP Marketing at Optimove

Account based marketing is one of the best strategies to help drive demand and pipeline from a select list of accounts. But to rip up the current marketing approach and go 'all in' on ABM is another thing altogether.  Join Amit Bivas, VP Marketing at Optimove, as we discuss why they decided to ignore most of their market and follow this new approach. We cover;What the trigger was to go 'all in' on ABMHow the leadership team reacted to the ideaWhat the first step was to implementing this new approachHow he adapted his marketing team to align with this change What results they're seeingTips for anyone wanting to start an ABM program And so much more...Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment connects B2B Tech & SaaS businesses with marketers to help them grow.If you'd like to be a future guest on the Market Mentors podcast you can apply here.