As global enterprises scale account-based marketing (ABM) programs, inconsistencies abound. When is the right time to build a center of excellence? Who needs to be involved? What responsibilities should sit with the COE versus the marketing teams within regional or business unit groups? Join this panel to learn how global technology providers have built COE's to impact the success of their ABM programs and discuss your own challenges and experiences.
Christy Ferguson
VP Analyst
Christy Uher Ferguson is a Vice President, Analyst on the Technology and Service Provider Tech Marketing team at Gartner, where she advises tech marketing leaders on managing and improving team performance. Her areas of focus include the hiring and retaining talent, marketing's influence on business outcomes and building Centers of Excellence, in addition to marketing event strategies. She also covers ABM and event technology platforms.
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Tuesday, July 12, 2022 / 12:00 PM - 12:45 PM EDT
Roundtable: Drive Impact of Your ABM Programs With Centers of Excellence — Success Stories From Global Enterprises
Tuesday, July 12, 2022 / 01:45 PM - 02:30 PM EDT
Ask the Expert: Advanced Storytelling Approaches
The fundamentals of sound positioning and storytelling are well understood by many, but going beyond the fundamentals can lead to higher impact. This session will share ideas on advanced approaches and provide an opportunity to share your questions and ideas for immediate feedback.
Wednesday, July 13, 2022 / 01:45 PM - 02:30 PM EDT
Ask the Expert: Events, Tradeshows, Conferences- How to Get the Most Out of Your Participation
By 2024, 30% of TSPs with at least $100 million in revenue will extend their reach to additional audiences and roles by shifting to a virtual-first event model for both first-party and third-party events, compared to less than 5% prepandemic. Your event marketing efforts must adapt to today's attendees expectations. In this session, we'll answer your questions to help you optimize your events.