How to do ABM without a dedicated ABM function

This episode is a Takeover Episode, where a valued listener of The ABM Conversations Podcast takes over as the host. Katheriin Liibert, Head of Marketing at Outfunnel, takes over as the host (from Yaag). Merily Leis, the Head of Marketing at Klaus, one of the fastest-growing B2B SaaS companies in Europe, joins the show to share her insights on how any B2B SaaS company can do ABM without having a dedicated ABM function. In this episode, she talks about: --> How practicing ABM has helped Klaus land big brands like Wistia and Wordpress --> How to get the entire sales and marketing function to practice ABM --> How to decide on channels and the right sales enablement initiatives to win accounts --> Why making your B2B marketing and sales 'over-the-top silly and fun' can be worth the risk --> How to build strategic partnerships with the giants in your field, and more...