Everything you wanted to know about ABM (but were afraid to ask!)

2:30 PM - 3:00 PM

ABM has been a hot topic in B2B for quite a while, but it is still not consistently understood and certainly open to interpretation. Robert will give a clear overview of ABM – what it is, why it’s so effective, what the ABM process looks like and what the do’s and don’ts are. In 30 minutes he’ll give you as taste of the key topics he covers in his ABM Essentials training for B2B Marketing looking executive buy-in, sales & marketing alignment, the role of insight, developing your strategy and proposition, and the importance of cut through creative. He’ll also show some examples of best practice ABM in action to give you some inspiration for your own ABM programmes.
What you will learn in the session
  • How to develop the business case for ABM
  • The detailed ABM process
  • How and when to use 1:1, 1:few or 1:many ABM
  • The role of insight
  • What kind of content and creative resonates in ABM
  • How to define measurement and KPIs
  • Some practical examples of ABM campaigns

Marketing Consultant, ABM Specialist and Trainer,B2B Marketing