Ask the ABM Experts Anything!

Have you ever wondered, what exactly does your Business Development team think about the leads you giving them? Are they truly valuable, or are they dead leads? What is the real conversion rate between your webinar attendees and real leads who end up buying your product or service? You can have the best content webinar strategy, coupled with the strongest webinar platform, but if you are not sending your sales team the right leads, you are wasting your time (and money). In order to close this gap between marketing and sales, start leveraging an Account-Based Marketing(ABM) strategy.

Account Based Marketing (ABM) has become the go-to approach for B2B marketers because it promises higher-quality, highly engaged leads that your sales team can more easily convert. But targeted B2B digital marketing can be expensive and inefficient if you lack the resources to properly test and optimize your campaigns, creative, copy, channels and audiences. Join our ABM experts as we show you how to implement successful account-based strategies on any budget. You’ll learn how to use pre-targeting to quickly test thousands of variables in order to reach the most efficient lead generation strategy, and how artificial intelligence (AI) can improve your campaign targeting and timeliness across channels.

The scalability of ABM means you can practice this strategy on a budget of nearly any size. THE key tenet of ABM espouses narrowing focus to market more effectively to target accounts, which means you can weave it into your marketing efforts even with a relatively small budget and see the positive return on investment.

Buyer-centricity should be at the core of any demand generation program. In order to break through a cluttered digital environment, today’s marketers must truly understand their buyers’ needs, challenges, and hesitations. Buyer-centric storytelling offers a fast track for building credibility and trust with your audience, but what does that actually look like in practice? Join TechTarget’s BrightTALK and Enterprise Strategy Group teams for, “Content That Connects: Buyer-Centric Storytelling That Builds Credibility”. In this session, John McKnight sits down with Dave Gruber, Melinda Marks and Christophe Bertrand as they share actionable takeaways for marketers looking to drive long-term engagement through credible, buyer-centric content.