Account Based creativity: is brand building the final piece of the puzzle?

16th November 2021

In an increasingly competitive ABM environment, where multiple vendors are targeting the same accounts and stakeholders, could integrating a brand marketing approach into 1:1 and 1:few programmes offer an advantage to those ABMers willing to make the attempt?

In this session, bringing together insights from three agencies with deep experience in global Account based marketing programmes – The Marketing Practice, Omobono and Kingpin – David van Schaick and Chris Butterworth share how to harness brand-building techniques to help generate, nurture and increase deals over long sales cycles.

Catch up by watching the session to learn:

  • How to build a strategic ABM plan that dovetails brand and sales activation

  • How to design cut-through creative to open doors to bigger deals and shorter sales cycles

  • The difference between differentiation and distinctiveness in ABM and how to exploit it

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