Account-based marketing (ABM) with Paola Piccinno at Piccinno Strategic Marketing

We’re joined by Fractional Marketing Strategist, Paola Piccinno.

Paola has spent most of her career working at global tech corporations in the UK, EMEA and now APAC. Last year, she decided to embark on a fractional journey, and is currently focused on partnering with B2B agencies and companies all over the world to support them with their ABM and broader marketing initiatives.

We cover:

• How Paola would define account based marketing

• Paola's view on the best place to start with ABM

• The indicators that there could be a good case for 1 to 1 ABM

• The factors behind a successful ABM programme

• Techniques and approaches that Paola has seen work best recently

• The most common reasons why ABM doesn't work

• The best ways to get sales and other stakeholders on board with an ABM programme

• The main things Paola has learnt this year, from an ABM perspective

• What ABM trends Paola is seeing, and how ABM is evolving

• The role of marketing technology in ABM

• The projects Paola is currently working on

• Paola's one piece of advice for B2B marketers

• Paola's most contrarian B2B marketing take