As budgets shrink, the pressure on marketers is greater than ever before. Meanwhile, CMOs are now expected to evidence how they are driving higher-quality pipeline, accelerate conversion to closed revenue, lower the cost of acquisition, increase average deal size, and secure long-term customer renewals.
So how do marketers “do more with less?”
With the customer now in control, marketers need to rapidly adjust to the customer journey, making this day and age a prime time for ABM.
With that said, tune into this episode of the B2BMX Podcast, where we replay a highly rated session from Clare Noble and Michael Taylor of Agent3 and Gemma Davies of ServiceNow, as they will explore topics such as:
- How to not lose sight and, and consequently impact, of ABM when scaled;
- How to avoid scaled ABM programs just being a rehash of marketing generating MQLs that sales reject;
- How to look at the role of automation and AI; and the opportunities and pitfalls of both;
- How to better align sales and marketing to improve program efficiency without compromising effectiveness.
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