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

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