MRP Kicks off “Summer of ABM” for Enterprise Marketers

June 22, 2021 | Blog, Resources

First-ever event series kicks off on June 24 with a virtual keynote by Forrester VP Steve Casey on the Future of Enterprise ABM with research, requirements and strategies for adapting to global buyers’ new and changing needs

As 2021 heats up,  ABM investment is increasing, but there’s no going back to business as usual – and doing more of the same doesn’t equate to sales and marketing success. Enterprise marketers must rethink ABM tools and approaches now to stay in sync with their own distributed teams global target accounts – and a step ahead of the competition.

Buying cycles before the pandemic were already growing more complex and involved more decision-makers and interactions than ever before. Over the past 15 months, companies launched or doubled down on digital activities such as live chat, video conferences, and email marketing, upping the number and variety of data signals companies receive about prospects. 

These new modes of interaction remain in play even as companies return to in-person events and meetings. The ability to unify and interpret data signals across channels is more urgent than ever for companies seeking to deploy ABM campaigns tailored to the right context and recipient.  

MRP is proud to announce the “Summer of ABM”, a first-ever event series designed to equip enterprise marketers with the research, insights, and best practices to succeed as marketing velocity accelerates and channels multiply.

The Summer of ABM kicks off with a virtual keynote on the Future of Enterprise ABM featuring Forrester VP and Research Director Steve Casey on Thursday, June 24, 2021, at noon ET / 9am PT. Casey’s enterprise ABM analysis and overview will address:

  • The key enterprise trends & challenges that will impact ABM strategy in 2021 and beyond
  • The role of enabling technologies, data, and insights and how to choose the right long-term ABM partner  
  • A case study from a $49 billion global technology firm on the leading edge of enterprise ABM

The virtual event signup link can be found at: 

The Summer of ABM will continue through July and August with a full slate of events, original research, and content to set enterprise marketers up for record-breaking ABM success in the second half of 2021.  

Visit here for the full schedule and to sign up for alerts and updates.

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