Marketing Fails and Fixes: Unpacking Account-Based Marketing

Presented by

Jillian Coffin, Senior Vice President (TechTarget) and Alicia Borchardt, Marketing Programs Manager (BrightTALK)

About this talk

Any marketing team focused on revenue growth has likely thought about or dabbled with account-based marketing in recent years. And yet, while the concept of ABM is fairly simple, building an account list, aligning to sales, and executing targeted campaigns is far from easy. You may be wondering if your efforts are hitting the mark and where there's room for improvement. Join Alicia Borchardt, Marketing Programs Manager at TechTarget, as she sits down with Jillian Coffin, Senior Vice President at TechTarget, to unpack the state of ABM today. We'll debut fresh data on how marketers are thinking about ABM, discuss common implementation “fails” to avoid, and outline “fixes” that will help you see ABM success faster. We’ll wrap up our investigation with a list of tips and tricks for effective ABM programs that actually convert.

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