TRACK: CONTENT & CREATIVITY

ABM is a trending topic in todays B2B world, everyone wants to run ABM programs, but 66%, or 2/3rd, of ABM programs fails or under-perform. In fact, 86% of communications during the sales cycle are off-target and irrelevant. It’s time we focus on the quality of the interactions we’re having and the experiences we’re delivering along the buying journey and customer lifecycle vs. the quantity. ABM programs under-perform as we're focused on interacting with more ICP accounts vs. focus on the quality of the interaction.

What will you learn?

• How to plan for “before” an ABM program?
• How to plan for the “after” an ABM program?
• Personalisation and custom content engagement?