ABM continues to be one of the key marketing strategies that many B2B tech and consulting firms are keen to exploit. Yet, while it can be hugely successful, it’s an approach that not everyone can jump into from a standing start.
There is a lot of ground work to cover before even starting an ABM programme and not every organisation is ready to invest the focus, time and resources needed to make it work. The reality is that very few organisations have developed a mature ABM capability, and those that have are incredibly dedicated to the discipline.
As a topic, ABM is something we are in frequent discussions about. As a member of the GO! Agency Network, we recently joined a panel to debate the challenges of implementing ABM.
Craig Taylor, Co-founder of ROMI, joined their virtual event on Thursday July 27, 2023 at 9am.
The session, titled ‘ABM 101 - Building ABM into your strategy’, provides practical ABM advice from a number of experts and practitioners.
The agenda covers:
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The rise of ABM: Defining where ABM ‘sits’ within a business, and examples of the approach for different industries
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Defining your approach: Framing your resource, teams, and potential opportunities for ABM to support your wider strategy
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When - and how - to invest in ABM: Practical guidance for your own ABM strategy
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Next steps: Measuring performance, specialist support, and final considerations for your strategy
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