How Windstream Renewed Marketing & Sales Vows Using Just Three Letters: ABM
Speakers: Meredith Fuller | Managing Director, Buyer Engagement, Quarry
Carrie Mahon | Senior Director, Strategic Marketing, Windstream Enterprise
Have your B2B marketing and sales teams drifted apart over the years? Let’s face it, while both want to drive company growth; they’re often focused on different things, so the sizzle can sometimes fizzle.
In this session, we'll explore how to use Account-Based Marketing to push the beds back together! We'll unpack the essential steps, activities, and technologies to seek alignment around. We'll also share the seven-step journey of how one telco industry leader, Windstream Enterprise, successfully rolled out predictive-powered ABM campaigns in dozens of markets to spark conversations with just the right in-market buyers at just the right time (not to mention, earn new found respect from Sales).
At the end of this session you will be able to:
- Use an ABM approach to bring sales and marketing closer together
- Understand how a leading B2B marketer and their agency turned ABM theory into practice
- Unpack the seven-step journey and martech stack behind Windstream Enterprise’s ABM efforts