“The ABCs of ABM
(Account-Based Marketing)”

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Business-to-business (B2B) marketing involves selling to a number of stakeholders, known as the buying center, and this process is often a complicated and lengthy cycle. Because of this, the idea of marketing and sales teams working in alignment to build relationships with contacts at target accounts has been gaining a lot of traction. Enter account-based marketing.

Account-based Marketing (ABM) is quickly becoming the next big thing in B2B marketing. According to the SiriusDecisions “2015 State of Account-Based Marketing Study”, more than 90 percent of B2B marketers believe that account-based marketing is a must-have. Yet, many of them feel inadequately prepared to effectively adopt an ABM methodology or simply don’t know how to start beyond simply asking sales reps to provide a list of target accounts that they like to target.

In this dynamic webinar, we’ll hear from thought leaders Jon Miller, CEO & Co-founder of Engagio, and Atul Kumar, Chief Product Officer at Mintigo, as they discuss best practices for adopting an ABM approach to marketing. They will explain how to:

  • Determine the best accounts to target using predictive analytics
  • Market to current customers for account expansion
  • Measure and prove the impact of your account-based marketing tactics

Check out the slides & webinar recording now!

About The Speakers:

Jon Miller, Engagio Engagio Logo

Jon Miller, CEO & Co-founder of Engagio

Jon is a marketing entrepreneur and thought leader. He is currently the CEO and co-founder of Engagio, an “all-in-one” platform for account based marketing. Previously, Jon was a co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.

He is a speaker and writer about marketing best practices, and is the author of multiple marketing books including the Definitive Guide to Marketing Automation, the DG to Engaging Email Marketing, and the DG to Marketing Metrics & Analytics. Jon has a passion for helping marketers everywhere, and is on the Board of Scripted and is an adviser to Optimizely and Newscred. In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue.

Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

Atul Kumar, MintigoMintigo Logo

Atul Kumar, Chief Product Officer of Mintigo

As the Chief Product Officer, Atul leads the innovative product organization at Mintigo. Prior to Mintigo, Atul spent several years conceptualizing and delivering data-driven marketing solutions at Oracle, Veritas, Symantec and ReachForce. His ground-breaking work in the area of lead management and lead scoring has been widely published, and laid the foundation of current lead scoring models and predictive marketing methodologies. He co-founded SetLogik (acquired by ReachForce), a modern cloud data management platform.

Atul holds a Ph.D. in Materials Science from the University of Cambridge, U.K.