ABM in a downturn: How to use account intelligence to do more with less

Prior to the current economic downturn, B2B companies turned to account-based marketing and Smarter GTM™ as a better way to do things.

These forward thinking companies were looking to be better informed, more targeted and more efficient and effective. Smarter GTM™ and ABM was viewed as the modern approach — a best practice to drive growth, yet still seen as a “nice to have” by many.

But in today’s world — a world that has been shaken by a global pandemic, labour shortages, inflation, war, and economic uncertainty — organisations’ resources have been stretched and depleted. ABM is no longer the fastest path to growth, but essential for survival.

In this keynote session from the UK ABM Conference, Jon Miller — CMO at Demandbase and cofounder of Marketo and Engagio — shows why ABM powered by Account Intelligence is the key to work smarter, not harder, and shares practical ABM tips and best practices based on Demandbase’s own secret sauce.

You will learn:

• What it’s going to take in 2023 to create alignment between marketing and sales
• How to empower your sales and business development teams to sell more
• Tips on how to help your marketing team generate sufficient amounts of pipeline with less investment