Account-based marketing promises to enable B2B marketers and sellers to deliver better results by targeting the most relevant people and businesses from the word ‘go’. In so doing (the theory goes) it saves time and effort that might be spent chasing the wrong prospects or casting too wide a net. However, ABM isn’t a cure-all for B2B marketing woes.
Marketers and sellers taking an account-based approach are just as prone to fears that they are misdirecting their efforts or failing to capture interest effectively. At GO London, a summit hosted by DemandBase, senior B2B figures shared stories about how they make ABM work: how they get the most from content, gauge intent, and tailor outreach to get results.
The latest instalment in our quarterly Digital Shift series, brought to you by consultant Neil Perkin and Econsultancy content and insight director Rose Keen, explores the latest developments in artificial intelligence, including how to optimise for AI-enhanced search engines and advances in autonomous agents.
Learn why Model Context Protocols (MCPs) and Google's Agent2Agent (A2A) protocol could be transformative for AI use in marketing, as well as how brands and agents are applying the technology, and more in this edition of Digital Shift, available to watch on-demand.
An understanding of the customer, including who they are, how they behave and what they seek when they visit an ecommerce site, is crucial for creating experiences that delight and convert. This guide outlines the key considerations when it comes to collecting, handling and acting on customer data.
Join us at our next Capability Leaders Forum on Thursday 12th June at WeWork Waterloo, London.
Marketing and ecommerce teams are feeling the pressure. Marketing Week’s Career and Salary Survey 2025 has revealed that over half of marketers feel both overwhelmed and undervalued, creating risks for talent retention and team performance.
Our next forum will explore the essential role capability programmes can play in building resilience, reducing employee churn and improving both confidence and job satisfaction. Find out more and request your place.
