Stop Yelling At Me: Cultivating Meaningful Customer Connections Through Strategic ABM

Account-based marketing (ABM) is all the rage, but its very definition implies that there isn’t a one-size-fits-all approach for every account or every marketing organization. To cut through the content noise and actually make a real connection, marketers must first:1) align marketing and sales efforts through shared KPIs; 2) clearly identify the personas, stakeholders and needs they’re addressing; 3) use storytelling techniques to develop an authentic, customer-first message; and 4) find the most effective ways of delivering that message — whether that’s traditional channels (e.g., phone, direct mail), digital channels (e.g., email, paid advertising) or a strategic combination of all of it.

After this session, you’ll be able to:

  • Align your marketing and sales departments by aligning your goals
  • Reach multiple stakeholders within the same company using various digital and direct channels (email, paid social, etc.)
  • Leverage direct mail to cut through the content clutter and be heard
  • Use proven storytelling techniques to create the most emotional impact