MarTech Live Replay: Operationalizing ABM

MarTech Today Editorial Director Kim Davis was recently joined by B2B marketing author and consultant Pam Didner and Gil Canare, VP Global Digital Marketing at Genpact and former Senior Research Director at SiriusDecisions, to discuss why it’s now more important than ever to operationalize ABM.

Watch the full session above.

Most B2B marketers are practicing ABM in one form or another. But as we all know, this year is not like last year — and who knows what next year will bring? Whether you’re a business searching for leads in the desert or possibly overwhelmed by leads (if for example you’re selling something which supports remote working), an ABM strategy has never been more important. The panelists discussed what B2B marketers should be asking themselves about ABM right now including:

• How do I stop doing casual ABM with my biggest accounts, and operationalize it systematically across my sales and marketing operations?
• Am I getting the right kind of data to power ABM? Do I know who is in-market, and where they are in their journey?
• How do I re-position my channel strategy when prospects and purchasers and working from home?
• How should I raise my digital and virtual event games, and what about direct mail?
• What do I need in my tech stack?

We at MarTech Today hope this series of live discussions will help everyone stay sharp and up to date on tactics and best practices. The episodes will also be available on demand. Check our past episodes here.

If you have an idea for a session or would like to join a panel, email kbushman@thirddoormedia.com or fill out the pitch form here.

About The Author

Kathy Bushman

Kathy has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.