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What They Didn't Teach You in ABM School

Joe Chernov
VP of Marketing
InsightSquared

April 24th at 3:30pm

Location: Room 2006/2008
Influencer

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