According to a new study from ITSMA / ABM Leadership Alliance, 73% of B2B marketers plan to increase ABM budgets in 2020 and 71% saw greater ROI within their ABM efforts compared to their traditional marketing initiatives. There is momentum behind ABM in the B2B marketing world and yet there is still opportunity optimize for effectiveness. Research from Demand Gen Report tells us that 95% of marketers prefer credible content from industry influencers (a 30% YoY increase) and most ABM playbooks include no mention of influencer integration at all.
Are B2B brands’ ABM programs leaving performance gains on the table by not considering the impact that influence plays on their target accounts?
How can ambitious marketers optimize the performance of their account-based-marketing (ABM) programs?
To answer that question, we invite you to join TopRank® Marketing chief executive and co-founder Lee Odden as he explores how influencer marketing can drives optimization of ABM performance, as he presents at the B2B Marketing Exchange 2020 conference on Wednesday, February 26, 2020 at 10:40 a.m. Mountain Time in Scottsdale, Arizona.
The 2020 edition of the B2BMX conference will be the 8th year in a row that Lee has presented at this leading event for B2B marketers. Below is a video of Lee’s co-keynote presentation at a past B2BMX with Alex Rynne of LinkedIn:
To help make the decision to attend B2BMX 2020 easier, Lee has partnered with B2BMX to provide a 25% off discount code. Just use B2BMXODDEN when registering for the discount.
B2B Marketing Exchange 2020
Lee’s presentation at the 2020 B2BMX conference, “How To Optimize ABM Results With Influencer Marketing” will help B2B marketers understand how they can leverage the power of influence to connect more quickly and effectively with target accounts.
For more details, here’s the official presentation abstract:
Focusing on accounts with the biggest revenue potential requires every competitive advantage. But ABM alone is not enough to break through to distracted and distrustful decision makers. To connect with accounts more effectively, B2B marketers are increasingly adopting influencer marketing to build trust, reach and engagement.
This presentation from B2B and influencer marketing expert Lee Odden will share how B2B marketers can identify the influencers that resonate most with target account contacts, as well as create greater influence among client facing contacts.
In this presentation you’ll learn:
- How an ABM and influencer marketing integration model inspires strategy
- How to determine what topics and content resonate with your target accounts
- How to identify who is influential to the people within your targeted accounts
- How to grow influence for sales and the brand
Registration and complete B2BMX conference details are available on the official event website. Be sure to use the 25% off discount code: B2BMXODDEN
We hope you’ll join us in Scottsdale for Lee’s latest insightful presentation, and be sure to follow along on Twitter using the #B2BMX hashtag.
In the meantime you can learn more from Lee and others on the TopRank Marketing team by connecting with our award-winning marketing blog.
You can also watch this interview with Lee by the B2BMX editorial team as they talk about how B2B Shouldn’t Be Boring and How To Revitalize Your Content:
If you’d like to talk with us directly about how to improve your own influencer marketing performance like we have for B2B brands ranging from Adobe to LinkedIn, connect with us here.