We have all heard about how to setup and establish your ABM program, but now that ABM has been established for over two decades in the B2B marketing world, many of us will begin to find ourselves coming into organizations with established ABM programs.

So, how do you evolve a pre-existing ABM program and what’s the difference between launching ABM vs evolving it? This speaker has been doing ABM for over 15 years. and taking a mature company in ABM to the next step has revealed big differences between establishing and evolving an ABM program.

In this session, you’ll get practical advice and guidance on:

• How far can you get in the first 12 months?
• How do you overcome a legacy perception of ABM?
• How to evolve the program and not make it “another” ABM approach
• Steps to take to find the right approach for your organization
• How to make the most of pre-existing tools