Summit US Sessions ABM_More Than Digital How to Orchestrate a True Omni Channel Approach in ABM and Demand

More Than Digital: How to Orchestrate a True Omni-Channel Approach in ABM and Demand

Wednesday May 6, 2020 | 11:45 AM - 12:05 PM

Speaker(s):  Alisa Groocock, Malachi Threadgill

Track(s): Account-Based and Demand Marketing

The B2B buying cycle has always been complex: Seventy-seven percent of sales involve a buying committee of at least three members, and more than 17 interactions are often needed to close a deal. Additionally, the ways in which interactions can take place are proliferating, with more screens, devices and delivery channels involved than ever before. In the Age of the Customer, organizations can’t control when and how buyers engage, but they can implement new tactics and tools. What are some best practices for getting the right message to the right person at the right time? Executing logical data-driven buyer paths, using tools and processes such as A/B testing and next-best-offer technologies, adopting cross-channel KPIs and reporting with integrated datasets are just a few of the components needed for a best-practice omni-channel approach. 

This session will provide the following benefits:

  • Learn about the capabilities needed to deliver effective omni-channel campaigns, with recommended processes, tools and technologies
  • Hear customer examples of effective omni-channel marketing campaigns
  • Discover best practices and guidance for implementing scalable and effective omni-channel campaigns

May 4–7, 2020 | Live Virtual Experience

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