Jen is the Marketing Director for Highwire PR and brings over 17 years of experience creating and executing strategic & integrated digital marketing and communication programs across a wide range of industries. Jen thrives in organized chaos, can find humor in almost any situation, and has always had a knack for getting things done - whether through Jedi mind tricks or breaking down complex challenges. In her prior roles - both in-house and agency - she loves to work collaboratively with business partners to deliver comprehensive marketing strategies that positively impact business objectives and drive measurable results.
By Jen Picardo on January 24, 2024
Account-based marketing (ABM) is gaining momentum as an effective approach to nurturing and converting high-value accounts. However, while tactics like personalization and targeting get a lot of attention, the power of compelling content and well-designed creative is often underestimated or overlooked within ABM strategies.
