From ABM to ABX: A Conversation with Briana Evans at Meltwater
Episode description
Inside this ABM Done Right Podcast, Eric Gruber (CEO of Personal ABM) talks to Briana Evans (Head of Global Enterprise Marketing and ABM) about their move from ABM to ABX,
During the conversation, they discussed:
1. How ABM is not about marketing ownership of accounts -- and it's not about marketing supporting sales. It's a cross functional GTM strategy that stretches across the entire GTM, where all teams are an equal partner in driving account-based revenue growth.
2. How GTM teams should create a cohesive account experience and how teams should unify where they are one company, one team. They share how "one company, one team" should be represented every time teams show up and engage with future and existing customers.
3. How we should be nurturing from a leadership, sales, marketing, customer success and product perspective.
4. The 3 key pillars of Meltwater's ABX program.
5. How Meltwater is taking an account-based GTM approach to ABM integrating 1: many, 1: few and 1:1 vs. just using ABM as a tiering, segmentation and prioritization strategy.
6. The role that 6sense and intent data should play,