Three Steps to Paid Media Success in an Account-Based World

Effective demand generation isn’t simply about leads anymore. This session by Andre Yee explains how ABM is changing the landscape of demand generation by focusing on engaging and converting the right accounts. Learn how leading marketers from companies like Clarabridge and Plex are implementing ABM campaigns and delivering results for their companies.

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.

ABM is no longer the fastest path to growth – it’s essential for survival. Why? Because none of us have time or budget to waste. Over the last decade, the definition of account-based marketing (ABM) has evolved to an intelligence-driven go-to-market (GTM) framework that is essential in B2B marketing. This evolution has impacted B2B MarTech stacks – shifting away from solely relying on marketing automation platforms (MAPs) to needing technology that enables revenue organizations to be better informed, more targeted, more relevant, and therefore more efficient and effective.

Looking at the Gartner Quadrants and the Forrester Wave, you'd think ABM is only about intent data and advertising. And if you're selling to salespeople and marketers, ads and intent data will absolutely work as sales tools. But what do you do when your target audience isn't likely to see your ads or leave traces of intent—because they're not online much... if at all? If you're selling to engineers within a massive organization, for example, there's a better than average chance—unless they've just changed jobs or they're on the hunt for a new one—you won't find them on LinkedIn. And they may have a fake name on Facebook or an IG account that's on lockdown. They may even entirely hide all their information online.