Interview Highlights:

• ABM as a foundation of b2b marketing
• ABM marketing & technology evolution
• ABM & GDPR/Data Privacy Regulations
• Best-in-class marketing automation
• Market research to ID market opportunities
• Understanding the prospect’s key attributes and triggers
• Talking to the right people with the right message at the right time 
• Better alignment with sales partners
• Technology that serves as real-time market research validation 
• Intent & behavioral monitoring & tracking
• Targeting not just one buyer – targeting a whole committee
• Using data to determine who your target audience is and where they get their news and info
• Using data to create good customer experiences
• Content syndication – targeted toward target audience
• Event on-site lead capture
• Optimizely – tool to optimize website conversion performance
• Salesforce’s Einstein – lead scoring
• Zoom webcasting and integration into marketing automation systems
• Prediction: we will continue to see more and different ABM technologies emerge
• Prediction:  re: GDPR – shift away from outbound as a mechanism of initiating engagement
• ABM is not a separate program it’s a philosophy