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WEBINAR: What's Ahead For ABM In 2020? (Hint: The Answer Starts With "E")

March 26, 2020

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Account-based marketing (ABM) is becoming the way marketing gets done, with B2B demand generation efforts focusing predominantly on accounts, not leads. In fact, ABM now involves more than just marketing. It encompasses every aspect of creating long-term customer relationships and differentiated customer experiences — and many parts of your company must play their part in reaching this goal. To keep ABM from becoming just another bygone marketing approach, we believe now is the time to replace the "M" in ABM with a new letter, and we nominate "E" for engagement.

With this appropriate focus on engagement, Forrester predicts that by 2025, the term "ABM" will disappear as account-centric becomes the way most B2B organizations identify, plan, manage, and measure buying and post-sale motions. So what does this mean for marketers and sellers in 2020? Join Forrester VP and principal analyst Laura Ramos as she highlights Forrester’s most recent research that shows the connection between ABM experience and better business results — and describes the trends that B2B marketers can (and should) follow in their ABM approaches to capture the distinct value and promise of ABM to the business. This webinar concludes with advice on what B2B marketers need to do differently in 2020 and beyond to drive the most value from their ABM-specific activities. 

Key takeaways:

  • Learn about the current state of ABM best practices and where trends are heading in 2020.
  • See how top marketers turn four ABM-specific best practices into measurable results.
  • Answer the question “What’s key to ABM success?” in 2020 and beyond.

Target audience level: beginner and intermediate

Vendors mentioned: 6sense, Adobe/Marketo, Bombora, Demandbase,, Dun & Bradstreet, Engagio, HubSpot, InsideView, Jabmo, LinkedIn, MRP, Oracle/Eloqua, PFL, Radius, RollWorks, Sendoso, TechTarget, Terminus, Triblio, True Influence, and ZoomInfo.

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