Account-based Marketing or ABM - everybody talks about, but should everybody invest in ABM? On this episode of Frenemies the Demand Generation and ABM expert Casper Rouchmann joins Julia to give his insights on when you should invest in ABM, how to get started, and what you need to know. 

The topics discussed in this episode:

• Defining the resources and personalization you can allocate to ABM
• The 3 types of ABM
• ICP mapping and account segments
• Why ABM is a long game
• How much personalization is needed to get started
• The ideal frequency of ABM campaigns
• The right metrics to measure ABM
• How to scale ABM activities
• Are ABM and ABS the same?

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