Lisa Andreeva, Account-Based Marketing Manager at IFS, shares how she builds ABM with strategic depth, human insight, and customer focus. In this conversation, she explores designing account-specific strategies, scaling ABM through a global Centre of Excellence, aligning teams around shared narrativ...
The way B2B companies approach marketing has transformed. Traditional broad-based campaigns no longer deliver the precision or ROI that businesses require. Account-based marketing (ABM) offers a targeted, value-driven approach focused on engaging high-value accounts. However, while ABM delivers meas...
