Pega: Building A Scalable Account-Based Marketing Program In Partnership With The Demand Center

Challenged by limited resources, the marketing team at Pega accepted the daunting task of delivering an account-based marketing (ABM) approach for the company’s top 200 accounts. The team architected an ABM program that, once an opportunity had been identified, used the company’s existing demand infrastructure to monitor target accounts for intent signals so they could be targeted with more customized tactics. The program was guided by a four-stage strategy: prospecting, opportunity development, deal closing, and go-live and advocacy. Pega’s efforts resulted in the team receiving a 2021 Program of the Year award at Forrester’s B2B Summit North America event.