Account-based marketing is tactically proven to provide the best ROI for B2B marketing and sales strategy, HubSpot reported in 2021 that 70% of B2B marketers were now using the approach for customer acquisition up a huge 15% from 2020. But is that the best reason to adopt an ABM game plan?
This session has Kyle Jepson and Conor Moynagh from HubSpot, Darragh Fitzpatrick from NextRoll and our own Go To Market Expert Paul Sullivan will complete the panel so we have a real 360-degree viewpoint on how you plan, execute and win with ABM when you have the right tools, strategy and support.
Here are some pre-talk statistics that you can consider if ABM is something you need to implement or plan:
- "Researching Accounts" and "Identifying Target Contacts" are the top two tactics used by marketers within an ABM model.
- Additionally, marketers strongly agree that personalized content (56%) and advanced data management (43%) are keys to ABM's success.
- 57% of professionals say their companies target 1,000 accounts or under with ABM.
- Most organizations intentionally only pursue 38% of their target accounts at one time.
- The most common metric marketers use to track ABM is revenue won.
- Two other metrics marketers most commonly track to measure ABM efforts are the number of pipelines created and account engagement.
Channel Partner Manager
Senior Inbound Sales Professor
Working across EMEA and ANZ on different sides of the table (product, client, design, and implementation), has resulted in years of experience in designing and implementing business processes - with particular focus on alignment across business units, operational performance & efficiency, and system integration.
Experienced and certified in change management to lead businesses through digital transformation.
I work with SaaS Technology & Service companies in the B2B space on customer acquisition. The areas I have a specific focus on are marketing, sales, onboarding and product-led growth.
My personal work experience has seen me work in roles as CTO and CMO and I have extensive sales leadership experience in selling marketing and sales solutions.
As the founder of a HubSpot agency, I have a collective experience in simple and complex onboarding and integration of the HubSpot marketing, sales, service and CMS hubs on both professional and enterprise accounts. I also know which technologies across sales, marketing and PLG seamlessly integrate with HubSpot enabling a reduction of friction and greater syncing of data. This enables companies to make better more informed decisions from the data.
Feel lucky to be in a position to lead a talented team of 150 people at RollWorks. My focus is on working with our teams to scale our acquisition efforts, set customers up for success and deliver a great experience once they are active on the RollWorks Platform.
I am deeply passionate about building well-structured, empowered, and dynamic teams in an environment that is enjoyable to be a part of. Over the last 11 years, I've learned a lot from great leaders, and now I try to do my best to help others carve a great career path.
My job is to chat. Listen. Investigate. Be curious. Learn. Strategise. Occasionally play devil’s advocate...
I take all of those conversations and build content that solves industry challenges, sparks ideas, provokes change - and connects people. This manifests through research, reports, shows and stories.
Every day is different. Some days I’m sitting down and sharing homemade cookies with the man who built the world’s tallest building (ok, that was like 30 min in one day but it was pretty great). Some days I’m trying to figure out how to build a new product from scratch - or take existing ones to the next level. Others I'm working with global brands to refine their message and tell their story. A lot of times I’m picking the brains of some of the most clever individuals on the planet.
Are you one of them? Let’s chat.