💡Sunita Kishnani, Chief Marketing Officer at Softude, discuss innovative strategies in account-based marketing (ABM) and go-to-market approaches for B2B companies. Sunita dives into the transformation and elevation of marketing roles within businesses and the critical shift towards chief growth officers. In an industry characterized by extreme competition, understanding the new landscape of ABM and being a strategic advisor to clients are pivotal.💡

" There are no shortcuts, so be consistent in what you're doing. You should have a razor sharp focus on what your ABM strategy is going to be, and once you have that, you have to be consistent with your efforts." - Sunita Kishnani

Sunita sheds light on the importance of deeply understanding client needs in the ABM context, how buyer journeys are evolving, and the necessity of personalized approaches. She emphasizes the role of intent-based tools like LinkedIn Sales Navigator in building a precise understanding of potential clients. Moreover, Sunita highlights the increasing relevance of customer experience as the main differentiator, with McKinsey & Co.'s report cited as backing for this claim. She also reflects on integrating technology, such as AI, into business processes to maintain a competitive edge and the essential roles dedicated to domain expertise within teams.

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