Beyond the Hype: Making Account-Based Marketing Work for You

Account-based marketing. If you’re a B2B marketer, you know that everyone is talking about it — but what is it, and who’s actually doing it? More importantly, is it right for your business? If you are wondering what all the hype is about, you aren’t alone. In a recent survey, Forrester Research discovered 73% of B2B survey respondents agree that, as an industry term, ABM lacks specificity and gets applied inconsistently to many different approaches.*

Join us for a live webinar featuring guest speaker Lori Wizdo, Vice President and Principal Analyst at Forrester Research, as we share her latest findings and peel back the layers on the account-based marketing trend. On this webinar you’ll learn:

* What does ABM really mean? (It may not be what you think!)
* How to decide if you should add ABM to your lead-to-revenue plan
* Tips on how to start testing out an account-based approach in 2017

*Account-Based Marketing Will Elevate, Not Eclipse, Lead-To-Revenue Management, October 2016, Forrester.