In this episode of the WeMarketers Podcast, Andrew Demianenko sits down with Michelle Wols, Senior Product Marketing Manager at Beyond Product, to break down what Account-Based Marketing actually looks like in practice.

Michelle runs B2B marketing campaigns for IT and cybersecurity. Markets where the target audience is small, sales cycles are long, and a generic LinkedIn campaign is the fastest way to burn budget. She has built ABM playbooks from scratch for multiple clients and learned the hard way which parts of the process get skipped.

Most ABM advice is generic. This episode is the opposite. Michelle walks through the mechanics: how to build the account list, how to test messaging with paid prospect interviews, when to run a one-on-one campaign for a single company, and where the handoff to sales  ...