During this panel, Eric Gruber (CEO of Personal ABM), Roger Beharry Lall (VP Product Marketing at Traction Guest), Arpine Babloyan (Senior Director of Demand Gen & Marketing Ops), and Rob Leavitt (SVP of Consulting at ITSMA) discuss why close to 70% of organizations do not see significant business improvement with account-based marketing (ABM.) When you listen to replay above, you will uncover:
- How we need to make our ABM programs more agile to quickly respond to the changing priorities of prospects and customers, market needs and economic conditions.
- Why we need to go beyond one-to-many and one-to-few ABM programs that lack personal relevance that is needed to drive demand and change with status quo accounts that can provide the greatest revenue growth. You’ll see how to rebalance your ABM programs.
- How to effectively activate and use intent data with ABM. Kay Kienast (CMO of True Influence) was a surprise guest that joined us for this conversation.
- Why most content does not effectively support ABM and sales.