From Account to Channel: Account-Based Marketing Activation Strategies and Case Studies

During the pandemic, Vya’s main sources of demand, events and direct mail, essentially collapsed. Website form fills declined dramatically. How did Vya adapt? Vya’s sales and marketing team went all in on Person-Based Advertising (PBA). By building a person-based strategy that aligned marketing to the sales organization, it helped ensure that marketing was able to effectively support a unified outbound process. Martha France, VP of Sales and Marketing at Vya, joins Joe McNeill, Influ2’s CRO to discuss how sales and marketing can align on accounts to drive pipeline growth. Vya is a B2B end-to-end marketing resource management platform for businesses that need to distribute their marketing materials across a widely distributed salesforce and enable customization at the local level.

Many organizations struggle to understand where account-based marketing (ABM) fits in their broader demand-creation picture. Watch this webinar, featuring SiriusDecisions, to learn the role of ABM and how to provide a comprehensive demand strategy.You’ll also learn about:The SiriusDecisions Demand Spectrum.

Nearly all decision-makers (96%) say they feel overwhelmed by the sheer number of people trying to get their attention at any given moment. If you're one of the many marketers trying to get in front of those decision-makers, you won't want to miss this valuable webinar. Karen Steele, chief marketing advisor at Sendoso, will explain how to captivate your buyers with a relevant, personalized, and memorable experience so you can drive meaningful results and ROI in 2023.

Failing to align on marketing and sales strategies leads to wasted efforts, execution mishaps and lost business opportunities. Yet according to SiriusDecisions research, only 37 percent of b-to-b organizations would say there is overall marketing and sales alignment, and nearly one-third of sales organizations estimate they lost at least one month of productivity re-evaluating their account territory assignments after the start of the year.Tune-in to learn industry best practices for aligning sales and marketing to drive demand in an account-based buying environment. Discover tips for leveraging technology to gain actionable insights on accounts, focusing prioritization efforts to rapidly scale ABM efforts.