New-School ABM: Concrete Solutions for Busted Tactics

It's commonly accepted that more than 2/3 of the buyer’s journey often happens before B2B buyers choose to engage with sellers. What’s more, a recent 6sense Research study found that a full 81% of buyers have picked a winner before they ever talk to a sales rep. It’s becoming clear that many GTM motions still put too much emphasis on trying to influence deals only once sales has established buyer contact. They’re typically (and chronically) underestimating the importance of the research phase in determining the outcome. They’re way too late to make an impact and their sellers are therefore losing deals before they even have a chance.

Join Chris Dutton, VP, Demand Generation and Marketing Operations at 6sense and Anita Covelli, VP, Strategic Partnerships & Portfolio Marketing at Informa TechTarget as they explore strategies for boosting your ABM engagement, conversion rates, and pipeline, including:

- The latest insights into the modern buyer’s journey and what these findings mean for you
- How to leverage account- and person-level intent data to hone targeting and fuel ABM activation
- Tried-and-true techniques for finding, engaging, and influencing the people who matter most
- Why content marketing is key to landing at the top of more shortlists

You’ll come away with a better understanding of what you can do to leverage an information advantage directly into more competitive pipeline performance.