Account-Based Marketing Committee Meeting: How To Use Research-Backed Content To Fill The Pipeline

AGENDA

I. Welcome Remarks

Danny Nail
Director, Global ABM COE Leader, Salesforce
Salesforce
Co-Chair of the ANA's ABM Committee
(Click here for bio)

Aaron Smith
Marketing Director
KPMG US
Co-Chair of the ANA's ABM Committee
(Click here for bio)

II. THE CONTENT-DRIVEN ABM STRATEGY: HOW TO USE RESEARCH-BACKED CONTENT TO FILL THE PIPELINE

Lessons learned from one account-based marketing (ABM) practitioner, after several false starts, duds and flat results, we have cracked the code and we’re ready to share how we did it. This session answers the following questions:

• What content makes key accounts want to click?
• Which format for content brings you closest to your prospect?
• What does 1x1 automated outreach actually look like?
• How to follow up with an irresistible offer?

After this session, you’ll forget quantity and focus on the quality. That’s the quality of the content, the visitor and that one desired outcome: hearing ‘yes’ on that final phone call.

Bonus: The last few minutes of this session show the actual ROI of the effort. Hours in and dollars out!

SPEAKER:

Andy Crestodina
Co-Founder and Chief Marketing Officer
Orbit Media
(Click here for bio)

III. Roundtable Discussion

One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a “closed-door” environment and to leverage and share knowledge and insights with marketing peers. Oftentimes, many marketers have similar challenges so come prepared to talk about key areas of focus and the challenges tied to your initiatives tied to ABM. So get ready to turn on your cameras and unmute your microphones to network, learn, and of course drive growth: for your career, company, our collective industry, and the field of Account-based Marketing.

IV. Top Takeaways

V. Closing Remarks

(Agenda subject to change)