In this session, ABM marketers will learn how to evolve their account segments by utilizing enterprise technology adoption (ETA) profiles and how to build ABM plays based on buyer situation and preferences to increase relevance and engagement. This session is geared to marketers running multi-segment, multichannel ABM programs and requires a basic understanding of Gartner's ETA profiles.
Christy Ferguson
VP Analyst
Christy Uher Ferguson is a Vice President, Analyst on the Technology and Service Provider Product Marketer team at Gartner, where she advises clients on improving their account based marketing and demand generation efforts. Her areas of focus include the marketing mix: content, calls-to-action and marketing channels, including events.
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Wednesday, July 21, 2021 / 12:30 PM - 01:00 PM EDT