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Creativity in ABM: The domain of the whole brain

Wednesday, November 25, 2020 -
10:00am to 11:30am
Zoom virtual session

ABM is a ‘hearts and minds’ exercise that requires a different, more intentional approach to creativity that is applied to every step in the process — from research and data intelligence to account selection, audience profiling, conversation mapping and customization, engagement planning and KPIs, through to creative development itself. We have more data available to us now than at any time in the history of the planet — and we certainly have the intelligence to make creative use of it. 

The best ABM is run by creative thinkers and thinking creatives, who artfully connect the dots over time between the emotional and rational stages of decision-making. In other words, creativity in ABM is the domain of the whole brain.

In partnership with MOI, we’ll be discussing how to get ABM right, how to maintain speed and agility, and the dangers of siloed thinking.

In this virtual roundtable, we’ll explore:

  • The role of creativity in all the stages of ABM – including research and data intelligence; account selection, audience profiling, conversation mapping etc.
  • How creativity can impact the different stages of the decision-making process (from awareness, consideration, conversion)?
  • How creativity can enhance and empower sales enablement
  • How to generate creative work in the purest sense of the word that truly makes a difference