ABM has been a cornerstone of B2B go-to-market strategies for years. But with new acronyms and approaches emerging—like BGM (Buyer Group Marketing)—and AI transforming how buyers engage with content, is ABM still the right playbook? In a recent session with Robert Norum, ABM and Demand Strategy Expert at the B2B Marketing Propolis Community, we dug into this question and explored the evolving role of ABM.
