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Description
In 2015, we began to hear a curious cacophony around account-based marketing (ABM), a marketing concept that’s been around for decades and is used in reams of promotional copy distributed by marketing consultancies, data service providers, and software automation vendors alike. But the truth is that ABM means different things to different people; 73% of 120 B2B marketers agree that “ABM is a term that lacks specific meaning and is used inconsistently today,” and four out of five find ABM effectiveness falls short of their expectations. This summer, in response to many inquiries about “this thing called ABM,” we did extensive research into scores of existing ABM projects, and this webinar will discuss the results of that research. The webinar will be a group discussion among the five analysts who did the research.
Key takeaways:
- Learn how to align marketing and sales around customer-obsessed strategies.
- Understand the impact of ABM on the sales force.
- Position new and existing marketing technologies for ABM usefulness.
- Understand how ABM will elevate, not eclipse, lead-to-revenue management.
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