SUMMER OF ABM

Beat the Heat This Summer With A Refreshing New Take On Enterprise-Class ABM

Everything You Need To Know About The Future Of Enterprise-Class Account Based Marketing.

We are bringing together enterprise-class ABM experts all into one place. You’ll come away with insights on how to combine high-quality data, predictive insights, and next best action to deliver contextually-relevant and timely messages amidst changing conditions.

 

Our Speakers

Steven Casey

Steven Casey

VP, Research Director, Forrester

Mark Ogne

Mark Ogne

Founder & CEO, ABM Consortium

Andrew Gaffney

Andrew Gaffney

Editor, Demand Gen Report

Ajay Subherwal

Ajay Subherwal

Ajay Subherwal, SVP Enterprise Sales EMEA/APAC, MRP

Kendra Clark

Kendra Clark

Reporter, The Drum

Devon Wellbrock

Devon Wellbrock

SVP of Americas, Enterprise Sales, MRP

Pierre Custeau

Pierre Custeau

Chief Technology Officer, MRP

Peter Murphy

Peter Murphy

Global VP of Platform Sales, MRP

Agenda At A Glance

Whether it’s drilling down on the latest research model or framework in one of our analyst sessions, or a virtual roundtable with industry experts, The Summer Of ABM provides you with the unbiased perspective, inspiration, and real-world solutions you need to accelerate with pace toward a future of enterprise-class ABM.

 

 

Collaborative ABM For The Enterprise: One Interface Doesn’t Fit All  

Wednesday, May 5, 2021

The Drum has recently joined forces with MRP to address why the sophisticated go-to-market approach of the enterprise creates a paramount need for ABM to be actionable across all teams and to empower experts within each team to contribute their knowledge.

Featuring insights from MRP’s chief technology officer, Pierre Custeau, and senior vice-president of enterprise sales EMEA/APAC, Ajay Subherwal, this session will cover:

 

  • The challenges with a ‘one-interface-fits-all’ ABM platform environment
  • The enabling criteria that can help marketers conceive, build, manage and measure multiple simultaneous ABM programs
  • The benefits of a role-based collaboration model in facilitating coordination with existing marketing programs across all global sales and marketing initiatives
Pierre Custeau

Pierre Custeau

Chief Technology Officer, MRP

Ajay Subherwal

Ajay Subherwal

Ajay Subherwal, SVP Enterprise Sales EMEA/APAC, MRP

5 ABM Strategies That Foster Human Connection At Global Scale 

Thursday, May 13, 2021

With traditional models turned permanently on their heads, enterprise marketers must be savvy about which strategies can help achieve these goals and which inadvertently distance and disconnect them from high-value accounts and customers. This session will explore five winning ABM strategies — distilled from case studies, proven best practices and data — to equip enterprise marketers with the information needed for success.

Featuring insights from Peter Murphy, Global VP of Platform Sales, MRP & Andrew Gaffney, Editorial Director, Demand Gen Report, this session will cover:

 

  • The data companies should be using and the best ways of accessing it as business strategies and roles shift at target accounts;
  • How to use intent and prediction across channels to stand out and ensure content is personalized, relevant and of interest; and
  • What it takes to achieve omnichannel orchestration and common missteps, as the average large enterprise uses six personalization tools yet 86% can’t personalize across two channels.
Andrew Gaffney

Andrew Gaffney

Editor, Demand Gen Report

Peter Murphy

Peter Murphy

Global VP of Platform Sales, MRP

The Future of Enterprise ABM  

Thursday, June 24, 2021

12:00pm Eastern Time – New York

 

As the practice of account-based marketing matures, distinct patterns are emerging that define how B2B organizations of different sizes build, support, and execute their ABM programs.

In this webinar, guest speaker Steve Casey, VP and Research Director at Forrester, will share the firm’s latest research and insights as he reveals the key trends that are shaping enterprise ABM today and will determine its future, including:

 

  • Whether enterprise organizations are leaders or laggards in ABM adoption
  • How enterprise marketers are structuring their ABM programs
  • The key challenges to effective enterprise ABM
  • The role of enabling technologies, data, and insights
Steven Casey

Steven Casey

VP, Research Director, Forrester

Mark Ogne

Mark Ogne

Founder & CEO, ABM Consortium

Access More Enterprise ABM Content

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The Truth Behind The Hype Of Data-Driven Marketing

The concept of data-driven marketing is grabbing more headlines than ever — but it’s a rare company that can live up to the hype. That’s the plain-spoken truth MRP’s Pierre Custeau recently shared on the CMO Confessions podcast, where he detailed how rarely companies achieve the holy grail of truly data-driven, customer-centric marketing.

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ABM Orchestration: From Silo’s To Symphony

ABM Orchestration: From Silo’s To Symphony

In the world of ABM, “orchestration” is often used as shorthand for coordinated campaign execution. Too often, though, these efforts are really solo endeavors – generated by individual teams or promoting a one-note message, however consistently replicated across marketing channels. But to thrive amidst the challenges of 2021 and beyond, companies need to equip themselves with the tools to achieve true orchestration.

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