B2B Marketing Exchange: Next-Level ABM
Account-based marketing (ABM) has evolved from a buzzword to a business imperative. That is why the producers of #B2BMX, one of the industry’s top events of the year, is hosting a new online experience designed to provide a playbook for standing out with key accounts across all channels. Whether you’re new to ABM or are an experienced practitioner looking to finetune your strategy, this event will provide hot takes, tips and case study examples from some of the industry’s top thought leaders and practitioners.
Be sure to catch Tegrita’s COO, Brandi Starr’s session!
Start with Why: Shifting Your ABM Targeting Strategy to Why Buyers Buy.
Key opportunities to target by “why” customers buy as opposed to “who” is buying
When targeting your key accounts and prospects your job is to get in front of the right members of the buying committee and influence their purchasing decisions. While targeting based on firmographic data works to a certain degree not all accounts that look alike have the same needs. Shifting to targeting by “why” customers buy as opposed to “who” is buying opens key opportunities that most marketers aren’t taking advantage of. Join, Brandi Starr, career Modern Marketer and Chief Operating Officer of Tegrita to learn how to leverage buyer motivations to implement targeted segments that make sense. In this session you will learn:
- Why firmographic data isn’t enough
- The four motivations for making a purchase (known as journey archetypes)
- How to target your inbound and demand generation efforts based on archetype
Latest posts by Jessica Venerus (see all)
- Intern to Eloqua Power User: Five tips for new Eloqua users - October 4, 2017