ABM Essentials: Sales Alignment, Direct Mail & The MQL Debate w/ Robert Norum | Ep 63

Описание: Welcome back to ABM Answered, the go-to series for demand generation and account-based marketing insights. In this episode, I’m joined by Robert Norum, veteran ABM consultant and trainer, to dive deep into the foundational principles of successful ABM execution.

We cover everything from how to truly align with sales, to selecting the right accounts, and why direct mail still has a place in a digital-first world. Plus, we debate the relevance of the MQL and unpack how to win support from leadership before your first ABM campaign even begins.

In this episode, we discuss:
✅ The key to sales and marketing alignment in ABM
✅ Why the definition of ABM must change depending on the business
✅ Objective-setting and why finance and leadership should be involved early
✅ Target account selection frameworks for 1:1, 1:few, and 1:many
✅ How AI is changing account research—but not replacing humans (yet)
✅ Direct mail strategies that break through the noise
✅ The real value of the MQL and rise of the MQA
✅ What ABM reporting needs to look like in the future

🔗 Follow Robert Norum:
LinkedIn:   / robertnorum  

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