The modern B2B buyer is an omnichannel buyer, who engages in a mix of self-service digital interactions and sales representative interactions throughout their buying journey. This places added pressure on both marketing and sales leaders to determine how to offer buyers the right combination information through the right combination channels along the path to purchase.
Speaker Bio
Rick LaFond
Director Analyst
Rick LaFond serves as an Analyst in Gartner's marketing and communication practice.
In this role, Mr. LaFond works with marketing leaders to optimize customer acquisition and account growth strategies, specializing in B2B marketing and the manufacturing and natural resources industry.
Mr. LaFond's coverage areas include digital marketing strategy and execution, demand generation, content marketing, sales enablement, lead management, brand positioning and account-based marketing.
Read More
Read Less
In this role, Mr. LaFond works with marketing leaders to optimize customer acquisition and account growth strategies, specializing in B2B marketing and the manufacturing and natural resources industry.
Mr. LaFond's coverage areas include digital marketing strategy and execution, demand generation, content marketing, sales enablement, lead management, brand positioning and account-based marketing.
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Engage Modern B2B Buyers on Their Terms
Wednesday, May 24, 2023 / 12:00 PM - 12:45 PM MDT
Ask the Expert: Optimize Account-Based Marketing Performance
Account-based marketing (ABM) continues to gain traction in B2B, even outside the technology industry. In this session, you can learn the approaches used by your peers to achieve success. You can learn what account engagement tactics have proven successful and how to utilize technology to scale ABM deployment.