DEMYSTIFYING ABM: ACHIEVING PERSONALISATION AT SCALE

Presented by

Iulia Balan - Managing Director, Head of Product & Account-Based Marketing at State Street

About this talk

Register today to join an insightful discussion on effective ways to scale account-based marketing. Whether you are looking to expand an existing ABM pilot into a full-blown ABM strategy, or simply thinking to make sure your approach is scalable from the get-go, this session is for you. Speakers: Danny Nail, Account Based Engagement Lead – Microsoft Financial Services Iulia Balan, Managing Director, Head of Product & Account-Based Marketing, State Street (Moderator) Payal Raina, Founder of FinTech B2B Marketing; Global Head of Marketing at Torstone Technology Sumeet Vermani, Global Vice President of Marketing, GPS Discussion points include: How do you put the theory of “personalization at scale” into practice for the most important accounts for your organization? During the webinar, our speakers will discuss some key considerations for achieving scale in account-based marketing, including: - Making sure you are ready to expand an existing pilot or program: from organizational buy- in, to putting in place repeatable processes and understanding the impact on team - Account selection methods that support scaling such as tiering and segmentation - Personalization techniques at scale such as dynamic content emails, web personalisation, targeted digital ads - The role of technology in achieving scale.

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