ABM In Action Live! And Content2Conversion

The role of a B2B marketer has never been more exciting and filled with opportunities to learn. Marketing technologies and artificial intelligence are keeping us on our toes, but what really presents today’s marketers with immediate challenges are the ways we build our content marketing engines with a new mindset like account-based marketing (ABM).

The best way to learn about ABM and how it plays into a broader demand generation strategy is to hear about it first hand and see how others use it to drive results. This year’s #B2BMX event in Scottsdale, Ariz, offers tracks to help marketing and sales understand the ins and outs of topics like these, delivered by people who are implementing them in their organizations. There is a winning combination of practitioners, strategists, technologists, sales professionals and analysts to provide attendees with a holistic view of what is working in B2B today from every perspective. Here’s why:

ABM In Action Live!

The belief that demand generation strategy and ABM are two different animals is widely debated in the marketplace. According to Matt Senatore, Account-Based Marketing Service Director for SiriusDecisions, ABM is not a strategy, it is a mindset.

A recent Forbes article, titled: What Is Account-Based Marketing states that ABM also needs to include account-based sales (ABS) and account-based advertising (ABA) to deliver an account-based experience (ABX). The ABM in Action Live! track offers attendees everything from strategic guidance from Matt Senatore, to a case study with Windstream and Quarry, to the Convergence of ABM and Acquisition. There is even a full session covering the tech stack’s need for ABM-focused features and functionality.

Content2Conversion

Marketers can’t think of ABM without looking at the role their content plays in engaging buyers. The Content2Conversion track delivers sessions led by top content marketers that are hitting conversion numbers most marketers can only dream of.  The key to content success is to deliver relevant information your buyers want at the right time.

This is exactly why content plays such a big role in ABM. A highly personalized ABM program means personalized content, which needs to go way beyond email. We are talking video, microsites, direct mail and more. Attendees of the Content2Convesion track gain insights into why certain content converts and how to replicate it for their own buyers.

Content2Conversion also includes topics such as advertising, and author Rebecca Lieb’s session will show how changes in advertising impact your content strategy. As organizations struggle to produce content throughout the buyer’s journey, it means a significant amount of time and resources are needed to sustain that content engine. Don’t write another piece of content until you hear from industry experts at companies like Crowe Horwath, Aptos, Oracle + Bronto, Teletech and more.

Today’s marketers need to understand and optimize the intersection of the relevant aspects of marketing and sales. No successful organization can function without a solid strategy that includes content that generates pipeline and use of ABM in some way, shape or form. Educate yourself on marketing best practices, train your teams and engage with the best in the industry in February. It’s never too late to learn something that will drive revenue for your organization and personal growth for yourself.