#B2BSMX Preview: Insider Insights Into The ABM Track

Published: July 17, 2023

Despite 96% of B2B marketers indicating that they have a documented ABM strategy, 40% are still struggling with aligning marketing and sales, 27% face difficulties with personalizing content for their target accounts and 22% cite cost as a challenge.

But don’t worry: We have the elixir to those ABM woes.

The B2B Sales & Marketing Exchange (#B2BSMX) features a dedicated track to everything ABM, appropriately titled ABM In Action. The sessions include various breakouts and case studies  spread across three days at the beautiful Encore Boston Harbor resort. With speakers ranging from industry all-stars and intelligent consultants, you can attend sessions such as:

“Rev Up ABM Engagement With Relevant Content” — During uncertain economic times, most organizations must figure out how to do more with less. So, what differentiates the B2B organizations that sink versus those that swim? Mandy Hanson, Director of Global ABM at Lacework, will headline this session on how she successfully leverages relevant content to enhance her team’s ABM strategies and drive greater engagement with customers. She will be joined by Randy Frisch, Co-founder and Chief Evangelist of Uberflip, as he breaks down challenges GTM teams face today, strategies B2B marketers can leverage and why relevant content is the key to drive pipeline, revenue expansion and retention, no matter the economic landscape.

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“Unconventional ABM Leads To Unexpected Results: How T-Mobile Leveraged 1:1 Immersive Storytelling” — An Agency’s Creative Director and an Enterprise B2B Marketer at T-Mobile will take a deep dive into the journey and learnings of building a multi-touch, immersive, 1:1 ABM campaign featuring augmented reality that not only helped break into a new segment but also inspired their audience to act. Attendees will see and experience what next-level 1:1 ABM looks like, discover key insights that are needed to build a 1:1 content experience to attract and engage their audience, gain practitioner insights from an enterprise-level B2B marketer on how to get the most out of your team when building a 1:1 program and so much more.

“ABM After The Revolution: Back To The Future In The World Of AI” —  Scary levels of personalization, bot to bot engagement, solution development in the metaverse: Welcome to the ABM future! Forecasting the generative AI impact on ABM is no task for the timid. But the first 20 years of ABM suggests that sticking to first principles will remain essential. The more we AI-ify the business, the more we’ll need human connection and collaborative innovation to differentiate, build trust, and ensure long-term value.Join Rob Leavitt, Partner at Momentum ITSMA, for a quick dive into the fast-emerging future of ABM.

That’s just a taste of what #B2BSMX will offer ABM-wise: I can’t share too much information, but I can reveal that we also have thought leaders such as B2B Fusion’s Jon Russo and The Cobe Agency’s Courtney Beasley on tap to take the stage.

If that’s not enough to satisfy your ABM cravings, I have more good news: The wildly successful #B2BMX: Next-Level ABM online event is returning this September! While the Demand Gen Report team is still in the beginning stages of curating the event, I’ve been given the green light to share that it’ll feature a mix of net-new sessions alongside the greatest hits from our #B2BMX event series. The two-day event will run from Sept. 19 to 20, and it’s completely free for sales and marketing practitioners.

To fill your cup with all the ABM knowledge you and your team need, make sure to register for #B2BSMX today — if you message me on LinkedIn, I might be able to hook you up with a discount code! — and keep an eye out for updates around Next-Level ABM.

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