ABM has become a buzzy word in the marketing world.

But what exactly does it mean?

In this episode, EJ Oelling (https://www.linkedin.com/in/ej-oelling/), VP of ABX at 6sense (https://6sense.com/), breaks it down. She explains the difference between ABM and ABX while emphasizing the importance of bringing the experiential factor to ABM in events.

But what about the data?

Data is a crucial component of any successful ABM strategy, and EJ shares the five steps that drive their approach at 6sense.

It's not just about throwing a party anymore – it's about knowing your audience and getting the right return on your event investment.

In this episode, you’ll learn:

- The difference between ABM and ABX

- The role of technology in ABM events

- The importance of data in ABM and events