The Keys to Developing a World-Class Account Based Marketing Program

Heidi Bullock

CMO, Engagio

Kristen Wendel

Marketing Operations Director, VersionOne

Erin Cresta

VP Global Digital Strategy and Operations, Hortonworks

The world of marketing is evolving quicker than ever, and companies that are deploying Account Based Marketing are reaping the biggest rewards. ABM is not just a buzzword, it’s a real strategy that delivers big results.

Whether you’re just starting to formulate ABM or have been running campaigns successfully, you’ll want to take a closer look at the fundamental pieces of your ABM program that can make or break your efforts. Get these wrong, and it will be a constant uphill battle. Get these right, and you’ll be the hero at your company.

You’ll discover:

  • How to balance inbound marketing with outbound tactics
  • The 5 metrics for measuring your Account Based Marketing progress
  • How to use data to select and tier your target accounts the right way
  • The easiest way to transition from being lead-focused to account-focused

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