In this episode of Let's talk ABM, Declan chats to Richa Pande, Global Head of Account-based Marketing Campaigns at HP. Richa's approach to ABM is to take a 'customer-backward approach' - employing data-driven insights, high octane content, and highly effective, A/B tested campaigns to break through status quo customer scenarios and address pain points. In this latest episode of Let's Talk ABM, Richa shares her insight into what makes a winning Enterprise ABM strategy.

Here's what they cover:

- Why ABM is not a panacea for all B2B troubles

- Why ABM leaders need to look beyond revenue

- How not all ABM programs are what they seem

- Advice on how to succeed at Account-based Marketing