What are the most important ingredients for ABM success? As companies move from pilots to scale, what are the essential components for program expansion and excellence? What are the must-haves for program optimization?
Building on the latest ITSMA research with industry leaders, this webcast will explore the seven key dimensions that companies need to develop as you build a flourishing ABM program:
- Strategic & sales alignment
- Objectives & metrics
- Account selection & segmentation
- Content & campaigns
- Program operations & resources
- Data, analytics, & insight
- Technology infrastructure
The webcast will also include some early highlights from our latest benchmarking study, conducted in partnership with the ABM Leadership Alliance.
Led by ITSMA’s ABM guru Bev Burgess, the webcast will also feature some inspirational ABM-ers who were winners in ITSMA’s Marketing Excellence Awards‘ ABM category this year: Eileen Egan-Cammarata, Senior Director, ABM, Verticals and Strategic Partner Marketing, Red Hat (diamond winner) and Eric Martin, Vice President, Account-Based Marketing, SAP North America (gold winner).