If ABM’s at an inflection point, where to next? The way ahead according to Terminus SVP of Marketing, Natalie Cunningham

The Account-Based Marketing (ABM) market has hit an inflection point!
That’s the bold claim from Terminus SVP of Marketing, Natalie Cunningham, who argues that B2B marketers have a more demanding job than ever due to a range of challenges, including the end of cookies, the trouble with IP tracking, and, more importantly, the economic downturn and its effect on marketing budgets.
Marketing is facing a revenue impact gap, Cunningham says. Traditionally, marketing has been about leads and contributing to pipeline.