ABM - PRACTICAL IMPLEMENTATIONS OF STRATEGIC ACCOUNT BASED MARKETING & ABM AT SCALE
DIVING INTO THE PRACTICAL IMPLEMENTATION OF ABM AND THE ‘WHAT’S WORKING’
This session will focus on the practicalities and realities of implementing an effective ABM program and ROI performance measurement– less on the theory/thinking, more on the doing!
During this session we’ll cover strategic Account-Based Marketing where the focus is on creating and executing highly-customised marketing plans for target accounts and/or less-customised programs for clusters of accounts with similar issues and needs.
Can we implement ABM with some scale? We will discuss the one2one, one2few and one2many scenarios, and systematic ABM where B2B marketers leverage technology to tailor marketing campaigns for specific named accounts at scale. ABM scale is made possible due to the latest technologies that enable razorfine targeting, analytics, and engagement across large target segments of identified accounts. We will discuss the key steps in activation including target lists, hyper-personalisation, internal orchestration and the ‘account view’.