B105: A Practical Guide to Account-Based Marketing

Track B: Filling the Pipeline – Monday 24 April 
16:15 – 17:00

Most B2B marketers are struggling to put ABM in practice. While web trends and studies indicate that the pace of adoption and investment in ABM is accelerating, 47% of marketers still don’t believe they have the skill necessary to be successful at it. ABM is still a fairly new concept, so marketers can’t draw on a lot of expertise or best practices just yet. This session covers the major steps in building an ABM strategy, which include segmenting accounts and look-alike accounts, using data tools regardless of budget, creating contextual experiences through website personalization, and best practices for creating content for ABM.

Presented by: Lora Kratchounova