The massive shift to digital has created new opportunities and pitfalls for enterprise marketers to connect in meaningful ways with their target accounts. On the plus side, the shift away from in-person meetings and events can help sales and marketing lower costs, extend reach and ultimately improve effectiveness. However, if navigated inexpertly, enterprise marketers can find themselves increasingly distanced from the customers they want to reach without the emotional connection and human touch necessary to break through the digital noise.
With traditional models turned permanently on their heads, enterprise marketers must be savvy about which strategies can help achieve these goals and which inadvertently distance and disconnect them from high-value accounts and customers. This session will explore five winning ABM strategies — distilled from case studies, proven best practices and data — to equip enterprise marketers with the information needed for success. Join us to learn:
- The data companies should be using and the best ways of accessing it as business strategies and roles shift at target accounts;
- How to use intent and prediction across channels to stand out and ensure content is personalized, relevant and of interest; and
- What it takes to achieve omnichannel orchestration and common missteps, as the average large enterprise uses six personalization tools yet 86% can’t personalize across two channels.
