ABM That Works

It’s no surprise that account-based marketing and sales strategies have swelled in popularity over the years. Even though ABM has become the go-to concept for many B2B organizations, the success of their programs has been mixed.

In this new series from TechTarget and BrightTALK, we’ll break down the challenges of ABM, and offer practical solutions for driving meaningful engagement. Episode one will focus on:

- Why your ABM isn’t working
- The shortcomings of demand gen tactics
- How a webinar-focused strategy fills the gap

Most marketers agree that webinars are a key tool for facilitating deep and meaningful engagement with target accounts. Some marketing teams use webinars in an on-again-off-again, ad hoc fashion. However, the most successful application of webinars for ABM is a programmatic approach that offers a consistent theme and cadence.

But, how do you actually plan a successful webinar series so it aligns to your revenue goals? And do you need a large budget and lots of marketing headcount to make these programs a success?

In episode two, we’ll show you how, with the right preparation, you can build a webinar series that will drive target account engagement and make a case for why they should serve as a cornerstone for your ABM strategy.

Topics we’ll cover:
- How to build a webinar plan that meets your goals
- Why webinar series perform best (and aren’t more difficult!)
- Step-by-step guide for webinar planning success
- How to tie your revenue-centric KPIs to your webinar plan

The best marketers are adept at balancing the art and science of their craft. With any tactic or channel, it's critical to test, measure, and optimize continuously.

When investing in webinar series as a vehicle for ABM, it's essential to establish the appropriate measures of success so ongoing improvements can be made. In episode 3 of the ABM that Works series, we'll be breaking down content and ABM metrics to help your team create baseline goals. From there, we’ll offer tips for using these insights to optimize the impact of your webinar series.

Once comfortable with the process of planning and executing an ABM webinar program, you might be wondering where to go next. As with most established programs, the importance lies in the details, and how you can capitalize on what you’ve already built to reach a larger and more specified audience.

In episode 4 of the ABM that Works series, we'll break down how to scale and personalize your ongoing webinar based ABM efforts. From expanding the variety of your webinar formats and introducing virtual and hybrid events we’ll walk you through the various ways to ensure you leave a long-lasting impact.