Episode 209: European ABM Forum Teaser: Why your ABM program needs consistency and flexibility

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Anna Pfeifhofer, ABM Lead - Global ABM, HPE, to discuss her upcoming session at the European ABM Forum. We kick off the session by discussing why ABM teams might be struggling in today’s current marketing landscape. From there, Anna discusses why having a very rigid ABM setup can actually set up teams to fail. On the flip side, she also touches on why having too much flexibility can create chaos. If you’re looking for that sweet spot of consistency and flexibility in a mature ABM program, stay tuned until the end as Anna shares what that looks like in practice. If you want to hear more from Anna, she is appearing at The European ABM Forum on 26 March in Amsterdam. Anna will share her experiences of running global ABM initiatives and offer advice on how to design a growth engine that performs even in uncertain times. If you are looking for practical advice on how to build account-based strategies that deliver growth, no matter the market conditions, then the Forum is a must. Listeners of the podcast can save 20% on their ticket by using the discount code PODCAST at checkout. You can find out more and book here: www.europeanabmforum.com