ABM: How to Get it Right | March B2B Roundtable

Evan Hughes hosts Judy Sheriff, Ciara Hopkins, and Scott Schilling on this ABM deep dive.

They cover:

• Defining ABM: All our hosts agree that ABM should be seen as a comprehensive alignment of marketing and sales strategies tailored to target specific accounts by understanding ICPs.

• Tools: Organizations don't always need expensive tools like Demandbase or 6sense to initiate ABM. Utilize existing CRM systems and focus on high-quality data analysis.

• Collaboration: Successful ABM demands alignment between executive leadership, sales, and marketing teams to ensure strategies are mutually reinforced across all channels.

• Measurement: Engagement metrics provide valuable insight, yet they must be clearly defined and agreed upon within the organization to effectively ascertain ABM success over time.

While also taking audience questions, the hosts reinforce that without foundational alignment and clear objectives, ABM strategies will fail. It's vital to establish a realistic timeline, get full leadership buy-in, and have dedicated resources to guide strategic ABM initiatives in order for them to be successful. 

Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #ABM #roundtable #marketingexpert #accountbasedmarketing

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Connect with the guests:

Judy Sheriff

Ciara Hopkins

Scott Schilling

Connect with the hosts:

Evan Hughes

Megan Bowen