Account Based Marketing with Mariya Finkelshteyn

Mariya Finkelshteyn breaks down the fundamentals of account-based marketing—what it is, why it matters, and the top five things every team should keep in mind before launching an ABM program.

She explains how ABM shifts the focus from volume-based lead generation to targeting high-value accounts with personalized campaigns. The conversation covers alignment between sales and marketing, choosing the right accounts, and building campaigns that resonate with buying committees rather than individual leads.