ABM

For this post in our ABM series, we spoke with Kathy Macchi, VP of consulting services at Inverta, to discuss the importance of creating an ABM charter.

For this post in our ABM series, we connected with award-winning, Bronx-born B2B marketing and ABM expert Lauren Vaccarello to talk shop about programs.

For this post in our ABM series, we caught up with Dave Rigotti, Marketo’s head of enterprise demand generation and ABM, to discuss sales and marketing alignment.

For this post in our ABM series, we checked in with Joe Chernov, B2B expert and Pendo VP of marketing, to talk about why ABM marketers require a metric all their own.

For this introductory post in our ABM series, we tapped Lisa Ames, VP of marketing at Lucidworks, for some I've-been-there insights.

It’s like we’re missing a metric—something like the Qualified Relationship—to let people know that we’re actually doing the things that make someone likely to want to trust us enough to buy from us. That's why I think it's time to kill the MQL.