Behind the scenes of a 5X award-nominated ABM engine
17 . 11 . 21
This month, B2B Marketing’s ABM Conference returned IRL to blow our minds.
The event is always the highlight of any B2B marketer’s calendar, but to have the ABM community back together again, face to face, gave this year the edge, and you could feel the energy in the room.
Amongst the lineup of some of the best ABM thinkers in the industry was Digital Radish’s co-founder, Lorna Charlish, and our wonderful client Paul Dewar, UK&I Marketing Director at Exasol. Together they took delegates behind the scenes of the ABM programme we created that got shortlisted for every category it entered at the B2B Marketing awards. You can watch the session below.
Watch and learn…
The session explores Exasol’s challenges as a tech brand facing intense competition and a sceptical audience, and how we went about developing a fully integrated ABM engine to generate 100s of meetings globally.
You’ll see the three stages of the programme:
Strategy: taking a helicopter view and going where the opportunity
Differentiating creative: inspired by the 80s and building the brand at an account level
A bias to action: an integrated and live ABM engine