Transforming the Customer Lifecycle through Account-Based Marketing

David Johnson

Senior Director, Product Management, Oracle Marketing Cloud

In a very short timeframe Account-Based Marketing has gone from non-existent to the most prevalent B2B Demand Gen strategy in the market. Today it is possible to apply ABM across the entire customer lifecycle; however, there are significant challenges and the idea that it is seamless is a myth.

In this session, learn how others have approached their ABM strategy to ensure success and how the marketing industry is evolving strategically to:

  • Improve data quality from a depth and breadth perspective.
  • Expand 2nd and 3rd generation integrations to support a near seamless customer journey from anonymous targeting, conversion to known contacts, and concluding with customer nurture.
  • Advance marketing analytics that support true account-based insights.

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