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Friday, September 15, 2017

Implementing ABM with all 3 varieties

I attended the ITSMA Account-Based Marketing Forum in  New York on  September 12.  The first session, delivered by Demandbase's Vice President ABM Strategy & Field Marketing, Jessica Fewless, and ITSMA's Senior Vice President, Rob Leavitt was “Optimizing ABM Investment: The Case for a Blended Approach.”
Based on the July 2017 ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey,  87% of marketers already agree that ABM is effective. The majority – 72% – also agree that the ABM approach has had an impact on “the way we do all our marketing today,” and 58% report that it makes the “entire company more customer-centric.” That jibes with what Scott Sobers, VP ABM, at Teradata said during his presentation: “Everything we do, we do with a lens around ABM.”
Read more in Keys to Optimizing ABM

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