Going to market with ABM

Tuesday, June 11, 2019 - 10:00am
B2B Marketing HQ, Clover House, 147-9 Farringdon Road, London, EC1R 3HN

Putting the marketing into Account-based marketing

What's this all about then?

So you’ve spent months getting our marketing and sales teams aligned under ABM, as well as getting the board onside with our new plan.

You’ve painstakingly assessed the data to select the right accounts to target, and mapped out the decision-making unit, no matter how big and complex it is. You’ve even put together an ROI and metrics structure to see how successful you are.

All that’s left to do is the fun bit- some marketing.

So what are the differences between going-to-market under ABM, compared to what we’re used to?

Key topics of discussion:

  • What are the key differences between traditional and ABM campaigns? How can the two coexist in a marketing strategy?
  • How should you think about channels, timings, and formats? How do you collect the necessary insights to get it right?  
  • How should you use agencies under ABM?
  • Does ABM stifle innovation or unlock it?