The ABM Challenge
In the fast-paced world of B2B marketing, trends can rise and fall with alarming speed. Barry Richards, a seasoned professional at Transmission, found himself confronting a concerning trend: a decline in interest around Account-Based Marketing (ABM); mostly driven by apathy, than reality. Up to 2022, ABM was the hot topic, but recently, conversations and engagement had dwindled.
Transmission knew that to maintain their thought leadership position in the industry, they needed to reignite interest in ABM.
Working closely with the B2B Marketing’s Growth Solutions team, Barry delved into the root causes of this decline. They identified that while ABM was still relevant and effective, it lacked the buzz and attention it once commanded. Barry believed that organizing a high-profile event could be the catalyst needed to revive interest and put ABM back in the spotlight.
Barry Richards
The Solution: Reigniting ABM
Transmission and B2B Marketing collaborated to leverage the upcoming Global ABM Conference to elevate discussions on Account-Based Marketing (ABM). Inspired by the success of a similar event in the USA, Barry proposed organizing a debate format event. This format would not only showcase different perspectives on ABM but also encourage audience interaction and engagement. This would be a Global event, hosted on B2B Marketing’s webinar channel. Leading with three contentious ABM topics, the session aimed to be highly interactive, allowing participants to engage with experts through Q&A sessions.
Despite the ambitious timeline, the team was committed to making the event a success. They recognized that high-quality content and prominent speakers were essential to capturing the audience’s attention. Through meticulous planning and collaboration, they aimed to create an event that would not only educate but also inspire attendees to rethink their ABM strategies in light of modern marketing challenges.
The event featured speakers from renown companies such as:
Outcomes beyond expectations
The results of the event exceeded expectations on multiple fronts. They initially set a modest goal of 100 registrations, hoping for at least half to attend. To their delight, the event garnered:
9 to 10 warm prospects generated
Barry reported that the event had generated interest from 9 to 10 warm prospects, leading to commercial activity plus several other individuals within the broader Account Based Marketing community, whom they have ongoing communication.
