When Traditional B2B Breaks: How GitLab, Shell, and Palo Alto Networks Are Reinventing ABM
B2B buying has become more complex, with larger buying groups, non-linear journeys, and non-traditional go-to-market motions reshaping how ABM programs must operate. As expectations rise and resources remain constrained, marketing leaders are challenged not only to adapt their strategies, but to clearly understand what’s actually driving impact—and what isn’t.
This panel dives into how leading teams are navigating modern buying dynamics by grounding their ABM strategies in high-quality insight. Panelists will share how they evaluate what’s working across accounts and buying groups, where traditional approaches fall short, and how better signal validation and performance visibility enable smarter planning and ongoing optimization.
Panelists will share real-world experiences on engaging buying groups, aligning across GTM teams, and translating ABM performance into meaningful business outcomes. Attendees can expect honest perspectives, practical lessons, and actionable insights to help refine ABM strategies and scale what works for modern buyers.
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