David Edwards, Sr Director, Product Mgmt & Marketing, BrightTALK & Olivia Dassler, Sr Director Marketing Programs, BrightTALK
Successful ABM programs require thoughtful planning every step of the way. From collaborating with Sales on account selection to establishing the right campaign KPIs, there are a range of key milestones that ABM practitioners must hit to execute well. And yet, despite all that work, content and content delivery can often be an afterthought.
If the goal of ABM is to generate the right account engagement to drive revenue, the content format, targeting and delivery method is incredibly important. Join BrightTALK's Senior Director, Product Management & Marketing, David Edwards, and Senior Director of Marketing Programs, Olivia Dassler, for in-depth guidance on how webinars fuel ABM effectiveness. They’ll break down how buying teams actually want to consume content, ways to generate deeper engagement with your webinars, content creation best practices and tactics for activating sales around webinar engagement signals.