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Description
B2B marketers in demand and account-based marketing (ABM) have more data and insights available to them than ever before. But many still struggle to put signals to work and bring the insights-driven approach of ABM to everything they do. Challenges abound — whether it’s not knowing where to start or how to interpret signals.
Hear from Matthew Miller, global ABX principal at Workday, as he shares how the company put a dynamic scoring model in place to prioritize opportunities by fit and intent using a data-driven approach. Learn more about how this initiative was born, how it has adapted over time, and what the results have been, plus tips on how to get started and address challenges along the way.
This conversation will be hosted by Nora Conklin, principal analyst at Forrester, and will include open discussion with participants, so please bring your questions and experiences to share with the group!
Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
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