Despite ABM’s relative popularity, practitioners are still learning the ropes. According to Demand Gen Report’s “2022 ABM Benchmark Survey Report,” 45% of marketers are in the early stages and still testing their ABM programs, and their top challenges include personalization, proving ROI/attribution, lack internal resources and more. And as 70% of B2B digital marketing leaders plan to invest in ABM technology throughout 2023, it’s imperative that organizations are up to date on the latest ABM strategies to ensure seamless success. And it just so happens that the B2B Marketing Exchange offers the perfect outlet to re-energize ABM programs and take them to the next level.
Intent data is an essential part of ABM campaigns due to its ability to enhance personalization and customize assets, but marketers still haven’t perfected their intent data usage. In fact, the top areas marketers struggle with regarding intent data include:
- Converting data to insights;
- Verifying the validity of intent signals/insights;
- Measuring the impact of intent data;
- Creating a strategy; and
- Acting on intent signals/insights.
Justin Keller, VP of Revenue Marketing for Drift, will remind audiences that healthy and electric ABM programs, like relationships, are built on a solid foundation of reliable information. He’ll teach the audience how to recognize signals that an ABM program re-evaluation is necessary, share tips for creating impactful conversations with target accounts utilizing intent and help attendees understand the best ABM tactics that drive engagement.
Building upon Keller’s insights is Jodi Cerretani, VP of Revenue Marketing for RollWorks, who will take the stage with Hillary Carpio, Senior Director, Account Based Marketing at Snowflake to discuss: “The New Tenents of Customer-Obsessed Marketing.” With more than one-third of marketers indicating that personalization is the primary area where they struggle with ABM, Cerretani and Carpio will share top strategies for infusing more creativity and personalization into ABM programs. Key takeaways for attendees include why fit and intent data are critical inputs to determine buying likelihood and how debilitating outdated and/or incomplete customer insights are.
With the groundwork laid for success with intent and personalization, Forrester’s Sr. Analyst Matt Steffen will discuss how marketers can find the “flavor” of ABM that works best for their company. In the session, “How Most ABM Programs Run Today & How You Can Do It Better,” Steffen will help attendees navigate the often-complex ABM landscape and offer recommendations for what to do next.
And with almost one-third of marketers dealing with lack of budget, Meredith Fuller, Managing Director, Demand Strategy for Quarry, will host a panel discussion titled, “Less Is More: How To Maximize ABM Strategies In A Down Economy.” Fuller, alongside a line-up of industry all-stars, will discuss tips and tricks to do more ABM with less, with a specific focus on refining/streamlining personalization, the power of leveraging existing assets and frameworks and the importance of internal collaboration.
Speaking of alignment, there’s a lot of room for improvement: 38% of practitioners indicated that internal collaboration remains a major problem. To that end, Dani Buckley, the VP/General Manager at LeadG2, a sales performance company, will help attendees bridge the gap between sales and marketing through her session, “Help Your Sales Team Sell Smarter & Faster: Building Sales Plays & Sales Enablement Content That Drive Results.” She’ll share how creating strategic sales plays that outline the steps, timeframe, content and resources salespeople need sets teams up for success. Plus, she’ll touch upon the role marketing plays.
#B2BMX even features two back-to-back, half-hour sessions that highlight how real-life success stories of how various organizations have innovated, refined and executed ABM programs of all sizes. These breakouts include:
- “ZS ‘Business-To-Ecosystem’: Challenger-based ABM Shakes Status Quo & Ignites Top Customer Demand,” which outlines how global consulting firm ZS turned to marketing communications agency Quarry to launch a multi-touch, multichannel 1:Few ABM campaign targeting ZS’s top 30 customers; and
- “Pipeline & Personalization: ABM Drives 150M+ In Pipeline At Blue Yonder,” which features Arlyn Knox, the digital supply chain platform’s SVP of Marketing, who will share the lessons her team learned while scaling its ABM program, keys to success for sales/marketing alignment and how Blue Yonder uses ABM to build relationship with strategic accounts.
For those interested in a more hands-on approach, #B2BMX is also offering three ABM-centered workshops for All-Access Pass holders to learn from experts and their peers. Workshop attendees can expect to connect with companies such as Salesforce, GNW Consulting and Demandbase to discuss the foundations of ABM, how to develop content for ABM, effective uses of ABM technology and how to develop, measure and optimize ABM programs