Turn Your ABM Into AB-Engagement To Drive Revenue And Results

B2B marketers are enjoying more measurable, substantial results from their account-based marketing (ABM) efforts in 2018. More than half now dedicate budget to ABM activities and have amassed practical experience targeting specific accounts. Despite progress, marketers still struggle with account selection, customer insight development, and relevant personalization. Most also face an overabundance of technology offerings touting sure-fire ABM results. It’s confusing, and the path to success is fraught with uncertainty and pitfalls.

It’s all because ABM is more than just marketing. From fostering tighter alignment between marketing and sales to engaging customers across their entire life cycle, it accelerates a firm’s transformation to customer obsession. Join Forrester VP and Principal Analyst Laura Ramos as she explores the four best practices that help marketers convert the promises of ABM into lifetime customer engagement.

Key takeaways:

• Learn about the current state of ABM practices and technology choices.
• Determine the best way to set ABM strategy and execution plans for your firm.
• Understand why four best practices convert ABM from marketing to lifetime engagement — and drive more revenue as a result.

Vendors mentioned: 6sense, Act-On, Bizible, Bombora, Clearbit, DataFox, Demandbase, Discover.org, Engagio, Evergage, Everstring, Folloze, Hubspot, InsideView, Integrate, Jabmo, Kickfire, Lattice Engines, LeanData, LeadGenius, Leadspace, LinkedIn (Sales Navigator), ListenLoop, Madison Logic, Marketo, MRP, Nudge, Oracle, Outreach.io, PFL, Radius, RainKing, Reachforce, RollWorks, Salesforce, SalesLoft, Seismic, Sendoso, TechTarget, Terminus, Triblio, True Influence, Uberflip, ZenIQ, and ZoomInfo.