Summit US Case Studies Splash Case Study

All in on ABM: How Adobe’s Field Marketing Team Builds B2B Relationships

Monday May 4, 2020 | 11:30 AM - 11:50 AM

Sponsor Name: Splash

Speaker: Stacie Spindler, Head of Enterprise Field Marketing, Adobe

Stacie Spindler, Head of Enterprise Marketing at Adobe, explains how she has quickly adapted her field enablement strategy to the new world of virtual event marketing. Stacie’s field marketing team supports field sales focused on Adobe Experience Cloud, which offers everything you need to deliver an unmatched customer experience, with integrated and best-in-class tools for data, content, personalization, commerce, and more. Sales relies heavily on the field team to build and deploy scalable programs that develop and expand their B2B relationships. By going all-in on ABM and rethinking what field marketing means today, Stacie has solved for the gap that in-person events can have on marketing plans. Instead, her team is leaning in, analyzing data, and building virtual experiences that drive human connection.

In this session, you’ll hear how Enterprise Field Marketing at Adobe approaches ABM, and how a connected platform ecosystem is critical for their analytics team to use data at scale and build business segmentations that make sense. Plus, find out how this approach allows the field team to best align resources and deliver virtual programs that drive business results.

In this Q&A session, we’ll dive into:

● How to prepare for account-based marketing

● What to consider when you’re segmenting your business

● How to use your tech stack and the data it holds to drive segmentation insights

● What ABM strategy looks like in the virtual world for field marketers

Please note, by viewing this sponsor's session you will be included in the sponsor's session lead report