New-School ABM: Concrete Solutions for Busted Tactics

Buyer behavior is changing at warp speed. Between the rise of LLMs, AI search and demographic shifts, a future where big buys are made with zero sales reps involved may not be far off.

In fact, Gartner reports that over 75% of B2B buyers now prefer a rep-free sales experience.

While Gartner may be overstating the case, especially in complex Enterprise Tech, in this age of self-service, successfully wooing buying groups will depend tremendously on delivering can’t-ignore content tailored to their real-time problems and preferences.

Enter “ownable conversations” — an innovative approach to capturing buying group attention. The idea is to deploy hyper-current, untold narratives only your brand can tell. These conversations aren’t simply differentiated; they’re engineered to captivate. They stand out and spark curiosity. They drive the kind of energetic conversions your most sought-after accounts will want to have with you.

In this session, you’ll learn how to:
- Adapt your ABM messaging strategy to address a self-service buyer mindset
- Use real-time data to uncover your target buying groups’ constantly evolving priorities, so you can create provocative narratives that grab their interest
- Productively deliver compelling, multi-channel materials that demand attention, earn trust, and accelerate conversion to pipeline