Dessert & Development: ABM Nirvana — Reaching the Buying Committee at Your Target Accounts
Speaker: Peter Isaacson | CMO | Demandbase
The “buying committee” is the critical audience at your target accounts. These buyers and influencers are the people who will decide whether your target accounts buy your product or services, or don’t. But identifying them, and actually reaching them, has been a significant challenge—especially at the top of the funnel.
Now, with AI and sophisticated intent data, B2B marketers can reach the buying committee at their target accounts with account-based advertising. Peter Isaacson, CMO at Demandbase, will take you through the past, present and future of B2B advertising, and how marketers can turn their advertising into a growth engine.