How to Use Audience Targeting and Personalized Content to Get Ahead

Join Jessie Johnson, Principal Analyst at Forrester, Nikki Candito, VP Demand Strategy and Dee Blohm, SVP Corporate Marketing at Anteriad discuss how to successfully leverage buying group signals to change buyer engagement, to buyer enablement.

Being a B2B marketer can be like being an overworked chef. Leadership is hungry and expecting results fast. Revenue growth is on the menu and a starving sales team wants to court their key accounts, what can you prepare to feed demand — and fast? Fortunately, experts from the ABM Leadership Alliance have prepared a cookbook of recipes to satisfy even the most demanding revenue appetites. With a variety of courses chosen by channel, you’ll be inspired to fill up your funnel. Watch now for a masterclass where B2B experts will show you: How to craft content that will have buyers coming for seconds. The jus that will zhuzh up your customer journeys. Entrées for engagement and the courses that close. The mise en place for measurement success.

ABMers have made great strides in recent years. Business leaders no longer question whether to invest in ABM. Now, they debate account coverage, scale, and optimization. But ABM leaders still struggle with sales alignment, campaign customization, and keeping up with constant disruption. While ABM programs deliver significant improvements in engagement and revenue, the full potential is far from realized. How can we change that?

72% of B2B buyers say they prefer a rep-free purchase experience, indicating they are embracing online research and digital commerce buying, according to Gartner research. However, B2B buyers struggle to make high-quality purchases due to factors such as environmental uncertainty, organizational change, fractured group buying dynamics, and exposure to conflicting information. B2B marketing leaders should join this panel of Gartner experts to learn how to partner with sales to integrate digital and human engagement. We’ll also share actions you need to take to help key B2B buyer personas conduct the type of learning necessary to confidently reach buying decisions.