Home Events Roadshow Series Boston September Sessions Welcome and Introduction

ABM: The Road We’re On

Speaker(s):  Bob Peterson, Nicky Briggs

Account-based marketing (ABM) has quickly become part of the core go-to-market strategy b-to-b organizations can use to fuel their revenue engine. But what does ABM really mean? And where does it fit within a broader approach to demand generation? To be truly successful, ABM leaders must understand the nuanced approaches to deployment – one-to-one, one-to-few, one-to-many – and the key activities that must be mastered to ensure both short- and long-term success.

In this session, you’ll learn about:

  • Key ABM trends pertaining to people, process or technology
  • The five focus areas ABM leaders must prioritize
  • What it takes to achieve overall ABM success