37 - ABM: Expectations vs Reality (with Yulia Olennikova, Head of Marketing at N.Rich)

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?🌍 Join our community of 700+ European B2B Marketers on drivingdemand.carrd.co