How Manufacturers Find & Prioritize Target Accounts in ABM

For providers of ABS solutions, the future is both exciting and challenging. It’s exciting, as these solutions prove their value, move into the mainstream, and become a critical sales tool. It will be challenging, as buyers of these solutions demand greater integration, ease of use, and overall simplification. At the same time, we see a decrease in available funding (e.g., from venture capital and private equity firms) and established sales tech providers enhancing their offerings to compete with point solutions.

Every year more and more companies expand their MarTech stack. This includes driving revenue, customer relationship management, internal communication, and much more. In order to make a positive impact, technology needs to manage data, power personalized communications, and contribute to bottom-line growth. In this session, Act-On’s Jennifer Blanco joins forces with Goose Digital’s Jennifer Pugsley. Learn 3 Foolproof Ways to Scale with Marketing Automation to help rock your campaigns across the customer lifecycle.

Account-Based Marketing (ABM) has taken the B2B world by storm. Marketers are building out programs and ABM ROI is higher often double or more than any other type of marketing. But most of us are still just getting started and figuring out the ABM tech stack is no simple task. How do I build the right foundation? Manage the data? Create compelling experiences? Tap into the power of AI? Orchestrate marketing and sales collaboration? Dig into what’s working and what’s next for ABM tech with a dynamic panel of experts on ABM strategy, execution, and integration. We’ll share the latest benchmark data on ABM tools and tech, practical lessons learned from years in the ABM trenches, and strategic guidelines to optimize investments and accelerate ABM impact.

Over the last few years, leading field service software application ServiceMax has gone through a number of go-to-market changes, which has resulted in some major pivots in fundamental strategies. After setting the proper foundation to move towards an account-based approach, ServiceMax is now executing global campaigns at scale, complete with a phenomenal partnership between the sales and marketing teams. Hear from Shannon Jackson, Director of Demand Generation, about how the ServiceMax team’s shift began at a high-level: first determining how to leverage account insights to prioritize their resources, to then developing a cross-functional approach that aligns sales and marketing as one revenue engine.