By now everyone knows that effective account-based marketing, or ABM, can improve close rates, shorten sales cycles and increase deal size. And with the surge in content related to ABM, marketers are beginning to get a grasp on best practices. But when it comes to real-world implementation, the best laid plans of marketing and sales often go awry. This example-packed session will point out some of the potholes that can impede ABM progress and dampen ABM effectiveness, and provide guidance to help your team avoid them.
Specific takeaways include:
- How to maximize sales participation in ABM campaigns
- What metrics provide the greatest visibility into ABM success; and Strategies for dividing target accounts into actionable cohorts