Atlanta Area Alumni
Marketing, United Technology Group
Digital Marketing Manager, Telular
Marketing Manager, SpendHQ
Director of Marketing at vidREACH
Global Sr Marketing Manager, Ekahau
Marketing Ops Mgr, Revel Systems
Marketing Mgr, Steppingblocks
VP Marketing, CaliberMind
What We Covered
Data & Account Selection
Get your data in order first. It’s not as hard as you think. Start with rolling leads AND contacts to the account level. Then move on to selecting accounts. It’s not good enough to just let sales pick anymore. Instead, start with your customers. One idea from Atlanta was to implement a customer win survey that works it’s way back to your account selection process.
Mapping the Buyer Journey
It’s common knowledge that 5-7 people are involved in a buying decision. At the enterprise, it’s even bigger. How are you engaging with each stakeholder? How are you measuring engagement? Leverage content snippets to engage with each stakeholder and different points in the customer journey. Focus on outcomes for each and you’ll have more impact on closing the account.
The Post-Demo Bottleneck
ABM is a strategy to get out ahead of this bottleneck. No longer is it about throwing leads over the fence and letting sales engage. It’s now about tracking, enriching, and triggering action across the journey. Marketing brings the content. Sales brings the context. Think of this as a joint effort, not a funnel conversion point or a handoff. Align your efforts to how modern buyers make purchases.