In this episode, host Shahin Hoda chats with Bev Burgess, Senior Advisor at ITSMA, about key trends in the account-based marketing domain and its changes in the last four years. 

During this conversation, Bev shares valuable insights on the differences between account management and executive management. She also talks about how marketing to accounts is not the same as ABM. 

The discussion concludes with Bev sharing her predictions for ABM beyond 2021.

Bev Burgess is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wiley 2010). She is best known as an authority on Account-Based Marketing (ABM), being the first to classify it when developing the approach jointly with several clients. S

he is co-author with Dave Munn of the book, A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (Kogan Page, 2017 and 2021), and author of Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business (Kogan Page, 2020).

Read the show notes: https://xgrowth.com.au/blogs/account-based-strategy-postcovid/

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