With the ABM craze going on at the moment in B2B tech, we thought it was time to bust some ABM myths that have been brewing as more and more marketers take on this approach.

On the episode of the FINITE Podcast, we spoke to Zoe Hominick, Head of Business Marketing and CEX, Business Division at O2, who has been in the ABM game for a decade.

Zoe answers common questions such as:
- Should ABM be one-to-one, one-to-few or one-to-many?
- Does account size affect which ABM approach to do?
- Should ABM be used to gain net new accounts or grow existing ones?

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