Modern ABM strategies: outcomes, AI, and buying groups | OnBase podcast

Описание: Modern abm strategies are changing fast.

In this episode of the OnBase podcast, Paul Gibson speaks with Declan Mulkeen, CMO at Strategic ABM, about how account-based marketing is evolving beyond traditional frameworks into outcome-based, customer-centric strategies.

You will learn:

-Why traditional abm models no longer work.

-How outcome-based abm aligns marketing with revenue and retention.

-The real role of buying groups in successful abm programs.

-How ai can accelerate abm without replacing human strategy.

-Why relevance and lifetime value are shaping the future of b2b growth.

This episode is essential viewing for b2b marketers, revenue leaders, and go-to-market teams looking to modernize their abm strategy.

Chapters:
00:00 - Introduction to modern ABM
01:18 - Declan Mulkeen’s journey into modern ABM
03:52 - Why traditional ABM models no longer work
06:08 - Speaking the language of the C-suite with outcome-based ABM
08:31 - Buying groups are not new, but execution matters
12:53 - ABM is about people, not personas
16:11 - “Human first, AI fast” in modern ABM strategies
25:37 - Interest vs intent explained through the Volvo analogy
39:12 - Outcome-based ABM in action: the AVEVA case study

Guest speaker:
Declan Mulkeen |   / declanmulkeen  

Host:
Paul Gibson |   / gibsonp  

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