Beyond The Hype: How to Use "Account Based Everything" As Your Best Outbound Weapon
Speaker: Jon Miller, CEO — Engagio
Does your organization pursue large, complex deals? If so, you can't wait around for the right people from these large accounts to swim into your demand generation net. Instead, you need to reach out to these "big fish," opening doors and building relationships. Unfortunately, this kind of outbound marketing often ends up being little more than unsolicited email and cold calling from your sales team. Fortunately, there is a better way: account based marketing.
Account based marketing is a multi-channel approach, powered by messaging that is relevant and resonant. It is proven to increase pipeline even as it reduces volume. You might have heard the hype, but in this session you'll learn how B2B marketers are using modern marketing and sales development tactics to build pipeline at target accounts, expand existing relationships, and connect with more decision makers. You’ll also learn what metrics you can use to track results and demonstrate impact — even before pipeline is created.
At the end of this session you will be able to:
- Easily scale and drive larger deals than with inbound
- Use personalized account-specific messaging that teaches and resonates
- Orchestrate personalized marketing, sales, and success efforts at named accounts