The Art of Persuasion: Creative Purpose-Built for Account-Based Marketing
Speaker: Julie Wisdom | Creative Strategist | ALIAS Partners
While account-based marketing itself is not a new concept, the creative strategy you need to employ is unique. With ABM you are often talking to several individuals across different disciplines within the same company and you need to know how to talk to them in their language.
In this session, we'll focus on how to do that by answering these practical questions (all demonstrated through a case study for the DXC Technology/Oracle partner program). :
What kind of personalization differentiates the three flavors of ABM?
How can data inform our creative strategy?
What is a conversation map and how do we use it?
What’s the best use of subject matter experts in our ABM creative/content strategy?
At the end of this session, you will be able to:
- Use data to inform creative and content most effectively
- Create a personalization strategy based on the three types of ABM
- Create conversation maps—the link from value propositions to true value for each decision-maker and influencer in targeted accounts
Who should attend: Any marketer who wants to be inspired to amp up the personalization, relevance, and effectiveness of their content.