Financial services organisations are often challenged with several marketing priorities: winning and growing accounts more efficiently; building long-term relationships with key accounts and driving engagement with strategic partners. In our recent global CMO study, financial services companies state that enhanced strategic customer and partner experience is their most significant priority for the next two years. As a result, best-in-class organisations are complementing their existing broad-based demand creation efforts by focusing resources to win, grow, retain and nurture targeted accounts more strategically. This is the power of account-based marketing (ABM).
During this forum discussion will looked to answer questions such as:
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What are the key areas of focus for marketing leaders in financial services?
- How is ABM different from traditional approaches for driving demand?
- What have best-in-class organisations achieved in their ABM efforts and how did they do it?
- What are the unique challenges to implementing ABM in financial services?