FIR B2B Podcast #47: Hank Weghorst and account-based marketing

Paul Gillin and I talk today on our FIR B2B podcast with Hank Weghorst about account-based marketing (ABM) and why it is catching on now, along with some of the mistakes that potential users of ABM can first make. Weghorst gave this TED Talk about the process where he describes how his company has assembled a huge database of more than 50 million companies worldwide, and makes this information available to his customers via various desktop programs. Paul and I find out what ABM is all about and why it’s time has come. Listen to our podcast below.


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