Author: Anastasia Pavlova
I joined Marketo three years ago, and my first day was at the Marketing Nation Summit 2014 in San Francisco. I still remember the incredible energy, passion, and enthusiasm shared by thousands of Marketo customers, partners, employees, and industry thought leaders to this day.
This year’s Summit promises to be even bigger and better than ever before, featuring an incredible lineup of keynote speakers, including our very own CEO Steve Lucas and CMO Chandar Pattabhiram, Tony Award-winning performer James Corden, Grammy Award-winning musician Queen Latifah, executive-level content in partnership with Adweek, and tons of inspirational sessions showcasing influencers and speakers from notable brands like Visa, Google, San Francisco Giants, Microsoft, and many more. If you haven’t already, register now!
Many marketers attend Summit to stay sharp on different areas of focus, new trends, and best practices. One particular topic of interest is account-based marketing (ABM), which has recently seen a revival as new digital technologies make it easier for companies of all sizes to scale their account-centric efforts and realize improved win rates, faster deal velocity, higher revenues, and ROI from high-value accounts.
Here are 10 sessions on ABM strategies, frameworks, best practices, and results that you don’t want to miss at the Marketing Nation Summit this year:
Get Inspired by Industry Analysts and Influencers
Learn from the brightest minds in the industry and stay up to date on trends, tips, and ABM best practices in these thought leadership sessions.
1. Account-Based Marketing: Yes, It Really Is That Good (and Getting Better All The Time)—Megan Heuer, VP of Research at SiriusDecision
If you’re wondering whether ABM is a real trend and if it’s living up to its hype, Megan Heuer of SiriusDecisions, the leading global B2B research, and advisory firm, will offer proof. In her session, Megan will share the ABM secrets she’s discovered from SiriusDecisions clients and what they’ve found works best. These secrets cover how to set goals and define metrics for ABM and demonstrate business value, what technologies make up the ideal ABM stack, and the biggest ABM mistakes (so you can avoid them).
2. Account-Based Funnel: What You Need to Know for an ABM Strategy That Will Increase ROI—Craig Rosenberg, Founder and Chief Analyst of TOPO
Craig Rosenberg will present the TOPO account-based funnel, which provides the framework that organizations need to design, execute, and measure their account-based marketing strategy. Craig, who I had the pleasure of meeting and hearing speak at internal Marketo functions and many industry conferences, will share specific examples of how companies execute the framework—including how they looked before and after as well as the tools needed to execute immediately. Definitely don’t miss this one!
3. Create an Account-Based Marketing Strategy to Drive Consensus for Complex Sales—Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions
Are you curious about how to increase marketing contribution to revenue with ABM? Ardath Albee will explain how personas can help orchestrate buying committee engagement, why content must inform and influence Go to the full article.