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Video: How to Full Funnel ABM.



In this keynote video presentation, Trisca Scott-Branagan discusses transforming your go-to-market to target only those accounts that fit within your Ideal Customer Profile.

We call it ‘Account-Based Everything’ – better known in the marketplace as Account-Based Marketing. But it’s about a lot more than just ‘marketing’!

In this video, Trisca Scott-Branagan discusses:

  • How to determine if ABM is right for you
  • What ABM approach to adopt
  • Identifying those organisations who fit your target profile (some AI at play)

She unpacks the capabilities you need to plan and operate ABM effectively. Orchestration between Sales and Marketing is an ‘hidden ROI’ opportunity. Research tells us that well aligned customer-facing teams create better customer experience, less wastage (eg sales lead leakage), faster lead velocity and ultimately more profitable organisations.

There are a lot of moving parts and she lays out the roadmap in ‘exec’ speak, not ‘tech’ speak.

To learn more about how we can assist with your ABM plans, view our account-based marketing page here.


Andrew Haussegger

Andrew is the CEO and a co-founder of Green Hat. He is passionate about customer lifecycle marketing, sales/marketing alignment, and automated operational effectiveness. He developed the 3C3P strategic marketing methodology that has been adopted by many bluechip B2B brands, and is a co-author of the annual B2B Marketing Research report.