Advancing ABM: The Shift to Customer Marketing
Featuring Jessica Krieger, Refinitiv and Cassandra Jowett, PathFactory
Last year, Refinitiv built a nine-person ABM team dedicated to supporting their account team with 1:1, 1:few and 1:many marketing. One of their most important initiatives included launching a 1:1 destination for key customer accounts to ensure Refinitiv increased its revenue, reputation and relationships with each customer through truly meaningful personalization.
In this episode of The ABM Podcast, Jessica Krieger, ABM manager at Refinitiv, and Cassandra Jowett, senior director of marketing at PathFactory, share how Refinitiv is using ABM to strengthen relationships with key customer accounts.
Christine, Jessica, and Cassandra discuss:
- How Refinitive aligned its ABM team toward a new product
- Defining success metrics when using ABM in customer marketing
- Personalization vs. scalability
- Words of advice for B2B marketers facing challenging times
The ABM Podcast is co-hosted by Christine Farrier and Brandon Redlinger of the ABM Leadership Alliance. Never miss an episode by subscribing to the show on Apple Podcasts, Spotify, or wherever you listen to podcasts.