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The past year has marked major changes in the way that companies go to market and corresponding shifts in ABM approaches. Nearly half of enterprise marketers (49%) report dramatic disruption in the ways they market and sell products and services and even more (83%) agree that the pace of marketing has accelerated. While most (82%) will increase ABM investment to meet this challenge, a focus on data and collaboration will separate the winners from those who simply do more of what has worked in the past.
MRP CTO Pierre Custeau will join Demand Gen Report editor and industry watcher Andrew Gaffney at B2BMX on June 9 from 3:30 – 4:00 pm ET for a fireside chat on Using Data to Drive Human Connections to spotlight how the most advanced ABM practitioners are using data in new ways to forge meaningful omnichannel connections across multiple geographies, languages, and lines of business.
The session will showcase new research on the state of ABM and explore the limits of intent, the power of prediction, and how marketers can take maximum advantage of digital signals and connections without risking relevance and engagement. Attendees get the first look at concrete, repeatable best practices to:
- Leverage diverse data signals to focus your efforts and get out in front of the competition.
- Execute a granular approach down to the keyword level including vocabulary and the geographic and linguistic distribution of incoming signals.
- Marry data types not only to understand your addressable market and ideal customer, but interest and level of engagement, and when and how to make the next move.
- Create a better content strategy – and content pieces – by understanding gaps in share of voice and keyword engagement between you and your competitors.
- Combine high-quality data, predictive insights, and next best action to deliver contextually-relevant and timely messages amidst changing conditions.
