Account-based Marketing or ABM - everybody talks about, but should everybody invest in ABM? On this episode of Frenemies the Demand Generation and ABM expert Casper Rouchmann joins Julia to give his insights on when you should invest in ABM, how to get started, and what you need to know.  The topics discussed in this episode: Defining the resources and personalization you can allocate to ABMThe 3 types of ABMICP mapping and account segmentsWhy ABM is a long gameHow much personalization is needed to get startedThe ideal frequency of ABM campaignsThe right metrics to measure ABMHow to scale ABM activitiesAre ABM and ABS the same?Check out SparkForce - Full-service, channel-agnostic digital marketing solutions Check out the Marketing Corner podcast