37 - ABM: Expectations vs Reality (with Yulia Olennikova, Head of Marketing at N.Rich)
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37 - ABM: Expectations vs Reality (with Yulia Olennikova, Head of Marketing at N.Rich)
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About this listen
Yulia Olennikova started out as the first marketing hire at N.Rich and before that she did 7 years at SEMrush. She's deeply passionate about ABM and is currently documenting their journey of building the go-to-market motion for an ABM platform.
On this episode we talk about:
- How do you start building out an ABM program?
- How do you define your ICP?
- How do you plan the actual campaigns?
- How do you measure success?
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