Abstract:

B2B mar­ket­ing as we know it is quick­ly evolv­ing and mar­ket­ing orga­ni­za­tions need to adapt. Many orga­ni­za­tions are adopt­ing Account-Based Mar­ket­ing (ABM) as a strat­e­gy, but less than 20% of orga­ni­za­tions have been suc­cess­ful imple­ment­ing this strat­e­gy. Learn how intel­li­gence ABM can help gain deep­er account insights, accu­rate­ly pri­or­i­tize accounts, and dri­ve high­er-qual­i­ty engagements.

Join this ses­sion to learn how to:

• Under­stand cus­tomer con­text, inter­est and intent by lever­ag­ing rel­e­vant and derived data 
• Lever­age account insights and machine learn­ing to tar­get the best accounts 
• Col­lab­o­rate with sales from plan­ning to exe­cu­tion to help them focus and con­vert on opportunities
• Mea­sure and react to ABM per­for­mance with the right KPIs 

Pre­sen­ter:

Bernard Chung, SAP, Senior Direc­tor of Prod­uct Mar­ket­ing for SAP Mar­ket­ing Cloud business

Pre­sen­ter Bio: 

Bernard Chung is pas­sion­ate about B2B mar­ket­ing; dri­ving cus­tomer engage­ments through con­ver­sion with the right bal­ance of cre­ativ­i­ty and ana­lyt­i­cal think­ing. He has a strong belief that mar­ket­ing is a team sport requir­ing close col­lab­o­ra­tion with sales, prod­uct and oth­er mar­ket­ing groups. Bernard has worked with some of the lead­ing brands in the world in devel­op­ing cus­tomer engage­ment strate­gies and tac­tics. Cur­rent­ly, he is the senior direc­tor of prod­uct mar­ket­ing for the SAP Mar­ket­ing Cloud business.