Technology Exchange Sessions Account-Based Marketing: The Complete Business Requirements Guide

Account-Based Marketing: The Complete Business Requirements Guide

Friday November 9, 2018 | 10:00 AM - 10:40 AM

Speaker(s):  Matt Senatore, Jonathan Tam

Track(s): Making Smart Tech-Buying Choices

Focus: Adopt, Operationalize

Priorities: ABM Infrastructure

Successful account-based marketing (ABM) requires organizations to fully understand how business requirements map to technology capabilities. In doing so, organizations need to understand the required and recommended infrastructure that identifies and leverages account and contact insights, enables the ability to customize interactions for the targeted accounts and optimizes sales and marketing alignment. This presentation will provide the following benefits:

For sales, marketing, and product:

  • Review the key priorities that account-based marketers must focus on
  • Understand the business requirements for supporting ABM strategies
  • See how the ABM Infrastructure Framework can be used to determine and activate the right capabilities