With ABM quickly becoming a critical go to market strategy for tech companies, you might be anxious to learn how to get started or improve upon your initial efforts. This workshop will walk attendees through the fundamentals of account selection, engagement and measurement through hands-on exercises and group "show and tell"

It's more important than ever to ensure marketing is engaging buyers throughout the entire buying cycle. How do you keep buyers engaged? What's working for your competitors and what compels buyers to act? In times of change, marketers must understand the most effective areas for investment. It's more important than ever to ensure marketing is engaging buyers throughout the entire buying cycle. How do you keep buyers engaged? What's working for your competitors and what compels buyers to act? In times of change, marketers must understand the most effective areas for investment. In this session, we'll share the latest results from Gartner's Technology and Service Provider Benchmarks study, and highlight strategies that attract and provide value to buyers based on where they are in the buying process. Attendees will walk away with an understanding of the mix of calls-to-action, content and marketing channels should be designed for success.

Emerging tech providers are challenged to create awareness, often in saturated markets or against well-known competitors. Attendees in this session will learn why generating broad awareness is not the right approach. Awareness efforts often focus on website impressions, news mentions and social media followers. Yet, it's difficult to tie these efforts to business growth. How important are these efforts? How should you be creating awareness and where should you focus? In this session, you'll learn how to leverage a social media influencer effort to create awareness within your buying segments.