Season 08, Episode 08

How Southwest Airlines Keeps ABM Simple To Drive Engagement & Revenue

Featuring: Alexis Skipper and Mia Meade, Southwest Airlines and Neha Shah, Salesforce

Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account!

In this episode, we look back at one of the most popular sessions of #B2BMX, which featured Alexis Skipper and Mia Meade of Southwest Airlines and Neha Shah of Salesforce as they discussed their unique ABM case study. The trio also touched upon the top challenges and trends of 2022 and shared strategies to overcome them in 2023 and beyond. Tune in to learn:

  • In-depth research from Salesforce’s “Global State of Marketing” report;
  • The challenges marketers are facing with customer expectations and measuring marketing impact;
  • How referral programs and other strategies are an effective tool to drive engagement with accounts and open new opportunities; and
  • Tips and best practices from Southwest Airlines on leveraging marketing automation to implement these strategies.



B2B Marketing Exchange Podcast

Official Podcast

The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

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