TRACK: KEYNOTE

We all know how valuable an ABM approach can be. Greater engagement, quicker time to sale, happier customers... the benefits are well known. However, actually making ABM central to your overall marketing strategy can be difficult. With pressure from sales to deliver leads upon leads, and with increasingly tight budgets, ABM often becomes a sort of 'bolt-on' tactic, reserved for a handful of strategic accounts. Done correctly, ABM can be central to everything your marketing team does.

This panel conversation will discuss the findings of the latest Propolis Community Sprint, with input from our content partner 6Ssense, and will reveal the challenges that marketers face in building a more mature ABM strategy, as well as the solutions the Propolis community found to help to achieve the gold standard of ABM.