How to Intelligently Use ABM to Enter a New Customer Market

For B2B marketers, ABM has been the one constant amidst the continuous change in recent years. Account-based growth strategies have outperformed all others through the thick and thin of market upheaval, business transformation, and customer demand. So what’s next for ABM as we build our 2023 plans? How can we double down on our top performing strategies, tactics, and approaches make the most sense as we look into yet more economic challenge and uncertainty? Join Rob Leavitt and a stellar panel of ABMLA all-stars for a first look at the 6th annual ITSMA and ABMLA ABM benchmark study. We’ll share highlights from the study’s deep dive into top performing programs from 2022, explore the different types of initiatives to prioritize as we head into 2023, and provide some practical ideas, insight, and inspiration to help us all get through the planning process for the year ahead.

Below you can view the webinar recording and slide deck used. In this recap webinar you will learn: How prospecting and up-selling into large enterprises has changed with the rise of digital, and account-based (ABM) advertising & retargeting. How the B2B buying process has changed in the past year. Why you need to source data and engage all the people in your buying groups. Why it’s time to think beyond leads and form fills and focus on engagement insights. Which accounts and buyers that sales needs to prioritize for outreach every day.

Between the need to launch and scale your ABM programs to managing your current demand generation efforts, it’s easy to feel overwhelmed and drop the ball on one or the other. Brandi Smith, VP, Demand Generation Marketing at Uberflip and Charm Bianchini, Head of Global Demand at Engagio, explore how their teams make both strategies work in tandem and create harmony in their marketing departments.

Your sales team is only as effective as the intelligence at its fingertips. Too many B2B tech sales organizations are leaving money on the table because they lack visibility into account and prospect behavior. Purchase intent data unlocks a world of possibilities for any seller looking to create bigger and better opportunities. By understanding a buyer's digital interactions, sales can craft more relevant outreach, improve targeting, and create deeper long-term connections. This webinar, featuring Forrester Principal Analyst Seth Marrs and TechTarget’s David Pitta, will break down the power of intent data and its potential impact on your entire sales process.