Let’s talk ABM 70. ABM: The Next Frontier
Nov 6, 2024
Nora Conklin, Principal Analyst for ABM at Forrester, shares her expertise from both practitioner and analyst perspectives. She delves into the current landscape of Account-Based Marketing, emphasizing the importance of personalized strategies to enhance customer engagement. Nora advocates for a customer-centric approach and discusses the pivotal role of lifetime value as a guiding metric. Additionally, she explores emerging trends for 2024, highlighting the shift towards meaningful personalization that addresses unique client challenges.
Chapters
Transcript
Episode notes
1 2 3 4 5 6 7
Intro
00:00 • 3min
Navigating Account-Based Marketing Strategies
03:00 • 14min
Transforming Account-Based Marketing: A Customer-Centric Approach
17:28 • 19min
Understanding Millennial Purchasing Trends
36:14 • 2min
Rethinking Intent and Measurement in ABM
37:44 • 15min
The Shift Towards Meaningful Personalization in ABM
52:25 • 2min
Navigating Account-Based Marketing
54:04 • 5min