How the Rise of ABM is Changing Marketing

The rise of ABM has transformed B2B marketing in recent years. CMOs and marketing teams have shifted go-to-market strategies and campaigns to be more targeted and personalized with key executives in the accounts that matter most. They worked more closely with sales, created content for conversation, integrated new technologies, and leveraged behavioral and intent data to improve engagement and experiences. The disruptions of the last year accelerated the shift as we redoubled efforts to retain, grow, and innovate with our most important customers and prospects. We’re all living in an ABM world now. But the transformation is far from complete, and many of us are still in early stages of working through the strategic and organizational investments required for greater marketing personalization. ITSMA’s 2021 ABM Forum will explore the big questions facing CMOs, ABM program leaders, and other key stakeholders as we continue to shift toward ABM-centric strategies: -How and where have ABM programs changed the most as a result of the pandemic? -What is the best approach to scaling ABM to cover more accounts? -What will ABM teams need to do to handle the growing demand for greater account coverage? -What are the keys to successfully embedding ABM in the business? -How has customer engagement behavior and preferences changed as it relates to provider content, programs, and delivery channels? -How has the role of data, technology, and new approaches changed ABM and what’s next for ABM?