Carol Krol, Editor In Chief, Demand Gen Report; Zak Garner, Director of Customer Success, 6sense
B2B marketers are quickly embracing an account-based approach to generating demand and building pipeline. The change is being driven by a closer alignment with sales (which sells to accounts not leads), a demand for higher ROI (which can be achieved through better targeting) and a desire to deliver personalized, customer-centric interactions (which are built on understanding account needs).
If account based marketing (ABM) represents a new approach to B2B demand generation, predictive intelligence is the hub that will drive the strategy and tactics of its execution. Join Carol Krol of DemandGen Report, and Zak Garner of 6sense as they explore:
- what is account based marketing?
- how predictive intelligence can power ABM by:
a. identifying your target accounts
b. discovering decision makers and influencers
c. providing insight into the buying stage of your target accounts
d. developing account-based lead generation strategies
e. honing account-based outbound sales initiatives
f. delivering personalized and targeted web and display experiences in partnership with publishers
- how predictive and account based marketing will continue to evolve together in 2016
We’ll conclude our conversation with a discussion of actionable next steps that can help you implement a predictive-powered account based marketing strategy.