Account-based marketing (ABM) has become a popular strategy within the B2B tech space, especially as B2B marketers look to better align with the way Sales actually operates. Yet some argue that ABM program success to date has been mixed or even underwhelming at times.
For marketers, to be successful in an ABM program, they need to prioritize their time, effort and resources into those tactics that truly drive more, and deeper, engagement with target accounts. It also means enabling Sales with insights into that engagement so they can act sooner. In this piece we’ll share our 8-Step Webinar Series Planning Framework to show how to build a webinar series that drives deep engagement within target accounts over time for improved ABM results.