Accelerating ABM Impact: What's Working, What's Next
Now that “everyone” is doing ABM, the focus is shifting from how to get started to optimizing performance and results. The recent study from ITSMA and the ABM Leadership Alliance highlights the growing maturity of ABM as a strategic marketing discipline, and the lessons learned from the most effective and experienced programs.
Join ITSMA’s Rob Leavitt and a panel of experts from the ABM Leadership Alliance for a wide-ranging discussion that builds on the findings from last year’s study with new examples and insights on key questions such as:
- Defining ABM objectives and metrics
- Building multichannel campaigns
- Working with sales
- Leveraging data and tools
- Strengthening teams and skills