ABM has moved far passed the hype, solidifying itself as an essential go-to-market strategy for the modern marketer. However, new realities are causing marketers to reconsider their current ABM initiatives due to tighter budgets and the need to do more with less in new circumstances and environments.
In her role as an ABM consultant, Sydney Switzer helps Vertex Marketing Agency clients get their programs off the ground and scale them successfully. So, it’s safe to say she has seen her fair share of challenges and lessons learned over the years.
- Common challenges with ABM strategies;
- New rules and expectations for stellar personalization;
- ABM trends that may emerge amid COVID-19; and
- Different ways to personalize campaigns based on available time and bandwidth.