On November 5th, B2B Marketing will be hosting its third annual ABM conference. We’ve been to all three and it has grown into a huge event of over 500 marketers discussing the ins and outs of adopting account based marketing into your company. This year, I am talking about matching technology to your ABM maturity.
The environment for a B2B marketer today continues to support the need to adopt account based marketing. Increasing noise in the marketplace thanks to avalanches of content being created alongside increasing cost to reach your audience all make account based marketing an excellent option to increase the overall performance of your pipeline.
The increasing adoption of account based marketing is largely due to the increasing capability of ABM technology. But where do you start.
I remember when we first looked at ABM platforms in 2016. There were already some 40-50 platforms quoting ABM. A look under the cover though and only a few were really developed for account based marketing programmes. Today there are many many more.
This can make selecting the right technology challenging as you start or grow your account based marketing programme.
My session will focus on:
- What does a technology stack look like based on your abm maturity.
- How does technology apply to the different abm strategies and what results can you expect.
- Which technologies should you think about for the differing stages of a buying journey.
- What are the pre-requisites for using some of the abm technologies available.