How to Build a Business Case for ABM featuring Forrester and Union Bank

ABM is no longer the fastest path to growth – it’s essential for survival. Why? Because none of us have time or budget to waste.

Over the last decade, the definition of account-based marketing (ABM) has evolved to an intelligence-driven go-to-market (GTM) framework that is essential in B2B marketing.

This evolution has impacted B2B MarTech stacks – shifting away from solely relying on marketing automation platforms (MAPs) to needing technology that enables revenue organizations to be better informed, more targeted, more relevant, and therefore more efficient and effective.

Watch the webinar above to hear from guest speaker Bob Peterson, VP, Principal Analyst at Forrester, James Meono, Director, Digital Marketing at Union Bank, and Jackie Palmer, Demandbase VP of Product Marketing on how to build a business case and successfully implement ABM at your organization.

Key takeaways include…

• Top highlights and takeaways from the Forrester State of ABM 2022 Global Survey, 
• Key budget considerations when bringing in an ABM platform, and
• How Union Bank sold ABM internally and leveraged technology to scale its pilot.