"Content without consumption is just a massive waste. And I feel like often we build these big, robust content strategies and a big list of all these pieces of content we need to create, and we don't optimize it to get consumed."

In this episode, we're joined by Demandbase's CMO, Kelly Hopping to discuss the new era of ABM and the key ingredients to success. Kelly dives into the transition of ABM from a focus on targeted, individual account strategies to a broader and more scalable approach that includes one-to-few and one-to-many strategies. She also discusses the critical need for alignment between sales and marketing teams and how crucial content is to the success of ABM. Tune in to your favorite listening app to take your ABM strategy to the next level.