Summit US Sessions ABM_Feeding ABMs Three Headed Monster

Feeding ABM’s Three-Headed Monster: Customizing the Content Diet for Discerning Palates

Wednesday May 8, 2019 | 1:45 PM - 2:25 PM

Speaker(s):  Nicky Briggs, Phyllis Davidson

Focus: Operationalize

Priorities: Strategic Content Planning; ABM Planning and Execution

You’re planning to optimize your account-based marketing (ABM) strategy by harnessing the three-headed monster: intent data, account-based advertising and/or personalization. But identifying the right accounts is only part of the solution. To increase engagement and conversion, you need to figure out how to leverage critical insights and deliver the right content.

This presentation will provide the following benefits for marketing:

  • Understand how to customize content based on account and program types
  • Learn how to use intent data to inform content customization
  • Hear how ABM and content teams can collaborate most effectively to keep ABM content demands manageable

May 5-8, 2019 | Austin, TX

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