It’s time to break your ABM high score — no cheat code required. For the second year, Demand Gen Report is presenting the B2B Marketing Exchange: Next Level ABM event, which features expert commentary on key trends in the ABM space.
#B2BMX: NLA is taking place from June 6 to 8 and boasts more than 50 sessions across five tracks — GTM Strategies & Outcomes, ABM Alignment, Audience Insights, Campaign Execution and Targeted Content — classified by level: General knowledge, beginner, intermediate and expert.
Of course, I could spend all day writing the sessions, keynotes, case studies and more, but that would just be a boring cut-scene. Instead, I’m passing the controller over to several of our speakers who are explaining firsthand their sessions — and sharing their thoughts on key trends in the ABM space.
“Up-Leveling Your ABM Program” with Rob Griffin, BusinessOnline
Our first player today is Rob Griffin, VP of Performance for B2B agency BOL, who’s presenting a keynote session alongside Business Online’s CEO Thad Kahlow. When asked what attendees can expect out of the session, Griffin shared, “Our keynote aims to demystify ABM. We will take the audience through practical examples from fundamentals to advanced ABM. Our goal is that the audience comes away with a framework to level up their ABM efforts.”
And to those still on the fence about registering for the event, Griffin emphasized the inherent value provided of virtual events: “You get a collection of the industry’s best and brightest minds coming together to share experience, insights and learnings that you can take home and apply to your day-to-day work.”
“Lead-Based Metrics vs. ABM Goals: Creating A Hybrid Environment In The Middle” with Kim Roman, Talkdesk
It’s well known that ABM campaigns are not “set-and-forget” strategies; instead, they require performance monitoring to identify what’s working and what’s not. When Kim Roman, Sr. Director of Global Campaigns and Performance Marketing for Talkdesk, takes the virtual stage, she plans to shine a light on the equal importance of data and creativity in ABM campaigns.
“If you don’t have the right data or aren’t leveraging enough data when building your segments — you will end up with too broad an approach,” explained Roman. “The more targeted you can get allows you to get more creative and really customize the messaging and approach of your program. I’d also add that data plays a huge role in analyzing and optimizing your ABM campaigns.”
As for her 10-second elevator pitch on why you should attend her session, “If you’re struggling with balancing the ungated, awareness-driven approach of ABM with traditional demand gen goals like leads and demo requests, you’ll want to check out this session packed with ideas on how to best balance these two elements.”
“Driven AB-Xcellence: Unlock The Power Of Engagement” with Cheri Hulse, ON24
Being data-driven has been a hot topic for marketers, but many fail to actually capture the signals that matter. Cheri Hulse, ON24’s VP of Research & Strategy, explained that her session “will give you practical advice on how to design ABM programs with engagement and data at their core, so you can more successfully execute programs and gather the appropriate data to improve their outcomes.”
She continued that engagement is the new currency of marketing; marketers need to create “killer” account-driven experiences that engage audiences and prompt a follow-up action. In marketing’s unending quest to create better and more meaningful ways to engage their buyers and accounts, the missing piece lies in the data — and Hulse will share several strategies to collect, analyze and leverage data to unlock the power of engagement.
“How To Drive More Pipeline With Qualified For ABM” with Sarah McConnell, Qualified
Finally, we passed the controller over to Sarah McConnell, VP of Demand Generation for Qualified, who’s giving attendees an inside look into how Qualified sips its own champagne with its ABM strategies. Specifically, McConnell explained that attendees to her session will receive, “new ways to drive pipeline and ROI from their ABM ad spend.”
She continued that, when orchestrated correctly, running paid ads is a lucrative way to reach target audiences and drive inbound traffic to your site. While an account-based ad strategy is undoubtedly effective, knowing which accounts to target and when it’s crucial.
“Target accounts are targets for a reason: They are a good fit for your product, and more importantly, they have a need and are showing a propensity for what you sell,” she explained. “Doing ABM right means you can drive more pipeline with a better ROI because your time and money are spent on accounts that matter most.”
It’s not too late to register for #B2BMX: NLA and get access to these sessions and so much more. Plus, there will be plenty of networking opportunities and roundtable discussions to learn from peers. Sign up now!
