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ABM
Strategy
How to take your CEO on the journey to build best-in-class marketing
Latané Conant is a B2B author, podcast, Forbes blogger, CMO network convenor, CMO (6sense) and mother of two teenage boys. And somehow, amidst all that, we got her out to Australia recently to be a keynote at the B2B Marketing Leaders Forum and spend some time with our clients.
Her opening line is ‘Wouldn’t it be fantastic is we knew who was in-market for our products and services?’ to which we B2B marketers say ‘Hell Yeah!!’.
In this ‘fireside’ (actually ‘harbour-side’) interview with our CEO Andrew Haussegger, she unpacks this issue in response to the following questions:
Time codes:
| 00:00 | Introduction |
| 00:56 | Customer Experience |
| 03:00 | Are marketing qualified leads dead? |
| 04:55 | What is the dark funnel? |
| 06:12 | How do you predict the buying stage? |
| 07:20 | How AI can be incorporated into your marketing plan? |
| 08:59 | What is ABX? |
| 11:30 | What should marketers be tracking? |
| 14:09 | How do you get started with intent-driven ABX? |
