DEMYSTIFYING ABM: From Account-Based Marketing to Account-Based Engagement

Presented by

Payal Raina - Founder / Global Head of Marketing at FinTech B2B Marketing and Torstone Technology

About this talk

During the webinar, our speakers will share their experiences across various stages of ABM implementation and what it takes to move beyond marketing towards account-based engagement. Whether you are a marketer working for a young or established financial services / FinTech company, or a marketing leader thinking about establishing an ABM function, join the discussion to learn: - Why ABM is the new normal for B2B organisations in a (post-)pandemic world, with marketing becoming an extended sales channel - Why every ABM programme looks different and should be based on a realistic vision of resources and commitment - How to obtain reliable data to enable content customisation and personalised engagement - How to engage the sales organisation to deliver meaningful account-based engagement - What metrics matter across the journey – and how to set expectations along the way - What is the role of technology in achieving scale? Speakers: Marnie Giuranna Zaccaria - Global Account-Based Marketing Lead at Finastra Amit Sharma - Global Head – Marketing Strategy, Marketing Operations & Strategic Alliances at Tata Communications Iulia Balan - Managing Director, Head of Product & Account-Based Marketing at State Street
FinTech Marketing Community

FinTech Marketing Community

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We arm marketers from financial & tech sector with latest insights
The FinTech Marketing Community is an award-winning, global, peer-powered network that unites business and marketing leaders across B2B and B2C in financial services and technology. Our all-in-one comprehensive platform empowers members to expand their professional networks, share insights and best practices, access top-tier training and coaching, and accelerate career growth through a dynamic mentoring program. The FinTech Marketing Community is an award-winning, global, peer-powered network connecting business and marketing leaders across both B2B and B2C financial services and technology. Our dynamic platform offers members a one-stop destination to expand their professional networks, exchange insights and best practices, and stay ahead of industry trends. Through exclusive events, expert-led training, and hands-on coaching, we help marketers sharpen their skills and elevate their impact. Our community also features a robust mentoring program designed to support career advancement at every stage. Whether you’re looking to build lasting connections, explore new ideas, or grow professionally, the FinTech Marketing Community provides the resources and support to help you thrive in an ever-evolving industry.
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