How to Actually Do ABM Campaigns - Saastr Universtiy

Marketing practitioners often have their eye set on Account Based Marketing as a flashy, must-have program in their organization. With their vision set on personalized ads and a great content experience, they tend to miss the critical foundational infrastructure that makes any program successful.

At Saastr University I walked the audience through how to think about bringing an ABM program to life from the ground up. We as marketers need to think about how we can use the content, messaging, and tools we already have at our disposal or can easily spin up in order to create a strong proof of concept. Only after that can we build a world-class program on top of it.

Note, I had some technical issues during this presentation, but the content is strong none the less.