Morgan sits down with Declan Mulkeen, CMO at StrategicABM and host of the Let’s Talk ABM podcast to break down the nuts and bolts of creating an effective account-based marketing campaign. Declan deconstructs how to segment the market, the purposes of ABM, creating an account strategy, routing into accounts, and so much more. Listen in to learn all the upfront work required to make ABM, well, work! Connect with Declan MulkeenLinkedInWebsiteLet’s Talk ABM PodcastIn this episode, we cover:Prerequisites of running ABM

Managing risk in an organization

ABM is complementary, not a replacement strategy

The 4 Purposes of ABM

How big your marketing department needs to be

Questions to answer before starting ABM

Major mistakes companies make with ABM

Tiering out accounts

Aligning sales & marketing metrics

Creating communication for sales & marketing

Routing into accounts

Declan’s Power Hour