ABM Measurement 102: Engagement Minute Attribution

While customer data is an essential tool in the marketing toolbox, a recent poll revealed that nearly 40% of respondents struggle to apply that data to their marketing campaigns. That’s no surprise though. As audience data floods your CRM and marketing automation tools, it’s easy to lose focus and default to “spray and pray” marketing. It might sound counterintuitive, but sometimes it’s more effective for marketers to go small. It's time to consider a niche marketing approach that brings in the prospects that actually convert.

Would you be surprised to learn that most unsuccessful ABM programs fail before they’re even launched? Creating an effective, scalable account-based strategy is a complex journey that requires trustworthy data, aligned KPIs, and buy-in across your entire go-to-market organization. It won’t happen overnight. But after helping customers launch tens of thousands of ABM campaigns, we’ve identified a few key spots where things tend to fall apart.

As ABM gains momentum, lots of discussions emerge about hiring dedicated resources to scale and mature the ABM program. Join this session to discuss ways to think about who and how to hire, and where certain roles should fit within a larger marketing organization.

You’ve heard the hype Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype to learn HOW innovators are practicing ABM as well as WHAT works, and doesn’t. In this session, we will present actual examples of how Engagio used proven ABM techniques to quickly go from 0 to 36% of pipeline and increase account engagement by 4X. Join us to learn how the experts orchestrate their programs across departments and channels for personalized, relevant touches that get results.