In an increasingly competitive ABM environment, where multiple vendors are targeting the same accounts and stakeholders, could integrating a brand marketing approach into 1:1 and 1:few programmes offer an advantage to those ABMers willing to make the attempt?
In this session, bringing together insights from three agencies with deep experience in global ABM programmes – The Marketing Practice, Omobono and Kingpin – David van Schaick and Chris Butterworth share how to harness brand-building techniques to help generate, nurture and increase deals over long sales cycles.
Catch up by watching the session to learn:
- How to build a strategic ABM plan that dovetails brand and sales activation
- How to design cut-through creative to open doors to bigger deals and shorter sales cycles
- The difference between differentiation and distinctiveness in ABM and how to exploit it