Building A Strong Operational Base For Effective Account-Based Marketing

Nadia Davis is the Senior Director of Revenue Marketing and Marketing Operations at PayIt, a government tech SaaS company serving 100 million people across the U.S. and Canada. During her conversation with co-host Klaudia Tirico on the show floor at B2B Marketing Exchange East in Alpharetta, GA, Davis discussed the challenges and strategies for implementing a successful Account-Based Marketing (ABM) program. Specifically, Davis highlighted the importance of operations in ABM success, noting that many organizations underestimate this aspect. She also emphasized the need for alignment across the go-to-market (GTM) team, effective training of BDRs, and the critical role of data attribution. Davis also cautioned against over-reliance on AI for sentiment analysis, stressing the need for a robust technical foundation for ABM.Tune in town to uncover: Challenges in implementing ABM strategies; Gaps between marketing and sales in ABM initiatives; The importance of a business-centric ABM strategy; How to communicate the value of ABM to stakeholders; Methods for reporting and tracking ABM;Tips for training sales team for ABM; andThe future of ABM and the role of AI. RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Follow us on LinkedIn and X.

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