Recently, some of Europe’s leading b-to-b account-based marketers assembled in London to discuss the current state of their ABM programs and consider what’s next in their ABM evolution. Participants from companies including Alfresco, CommScope, Dassault Systèmes, Salesforce, Thompson Reuters and Verint Systems discussed their current and planned use of technologies, tools and services to support ABM as well as tactics and measurement, across the variety of ABM deployment models utilized (large, named, industry). During this half-day session that I was fortunate to facilitate, great conversations took place, questions were answered, examples of work were shared, and personal and professional networks were built or extended. While a short blog post can’t do this session justice, here are three key takeaways that I noted:
Want to learn more about account-based marketing and the data and technologies that power it? Join us at SiriusDecisions Technology Exchange in Austin, where we’ll have new content to help with strategy and execution, and a great group of sponsors showcasing how their tools and services have helped their clients bring ABM to life.
Matt Senatore is Service Director, Account-Based Marketing, at SiriusDecisions. Throughout his career, Matt has focused on how organizations can build, grow and foster deeper, more meaningful relationships with their customers – improving top-line and bottom-line results while improving the customer experience. Follow Matt on Twitter @mattsenatore.