Prioritizing Experience to Accelerate Opportunities in the Customer Journey

Content is fundamental at every stage of your customer's journey. It's not just a critical tool for engagement—it also builds and nurtures your audience's trust. When you identify your customer's engagement and decision-making behaviors, you'll formulate the best strategy for engaging with real people—a strategy that echoes their specific wants and needs.

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.

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.

B2B marketers are in the age of demand gen. And that means your teams have to behave a bit like media companies. That's because it’s the best way of delivering and scaling consistent, high-quality create-demand content. Because let’s be real - the days of lead gen are behind us.