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

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