In this episode of the Marketing Spark podcast, Mark Evans interviews Paul Slack, founder and CEO of Vende Digital, about account-based marketing (ABM) and its growing popularity among B2B companies. The conversation covers the definition of ABM, its benefits, and best practices. Paul explains the four pillars of executing demand or ABM effectively and the importance of intent data in ABM campaigns. Mark and Paul also discuss the common mistakes that B2B companies make when implementing ABM strategies and the challenges of generating leads in a tough economic climate. Paul says that among the keys to ABM's success is the need for marketing and sales alignment and building strong relationships with potential clients.