Summit US Sessions ADM_Taming ABMs Three-Headed Monster

Taming ABM's Three-Headed Monster: How to Use Intent, Advertising and Personalization

Tuesday May 7, 2019 | 2:35 PM - 3:15 PM


Focus: Operationalize

Priorities: Program Planning and Execution; Infrastructure

Not all monsters have to be scary! When it comes to account-based marketing (ABM), there’s a three-headed monster that needs to be tamed and put to work. For successful targeted account-based marketing, organizations must optimize their use of intent, digital advertising and personalization to identify buying signals and interest, engage more relevantly, and ultimately convert their targeted accounts into pipeline and closed revenue.

For marketing:

  • Understand how intent, account-based display advertising (and retargeting) and personalization meet key requirements for account-based marketers
  • Identify common pitfalls with the adoption of intent, advertising and personalization solutions
  • See examples of intent, advertising and personalization best practices