ABM 2.0: A New Approach for the Digital Era

Melissa Gruver

DMP Manager at Dell

Andres Marquez

Portfolio Marketing Manager at Dun & Bradstreet Corporation

Learning Objectives

Modern ABM is shaping towards higher digital engagement as the main approach to influence buying groups.  As digital channels are taking over traditional interactions, high-quality account data is required to fuel more meaningful and contextual experiences that meet B2B buyers' preferences. However, data silos, manual activation and poor data quality are driving marketing waste while making it hard to engage with the right accounts at the right time.

Key Takeaways:

  • Leveraging account data, insights and intent to prioritize businesses more receptive to your solutions

  • Activating always-on personalized buying experiences to help drive higher engagement with B2B buying groups  across channels

  • Measuring and optimizing across the entire funnel and improving your ABM programs