ABM Head-Start Roundtable: ABM at your service
A roundtable for marketers running, or looking to run, account based marketing in a professional or financial services business
Although ABM originated from the enterprise technology space, it’s no surprise that it is becoming more popular within the B2B professional and financial service industries, as the key goals of ABM- to win, grow and protect high value accounts – are every bit as important.
However, there are a number of ways in which ABM in its original format isn’t quite appropriate for service businesses. Often the business structure is markedly different, and so your ABM approach has to change.
Your ABM programme will also need to reflect your company culture, which may be more risk averse, or a few steps back on the technology journey.
Whatever your musings around ABM, you'll find a likeminded group ready to help.
Points of discussion:
- How to align marketing with partners
- How to structure ABM in a matrix organisation
- Managing relationships for entire careers
- How ABM can present a complex and constantly evolving set of services.