Beset by tough macroeconomic conditions, tighter budgets and rapidly changing GTM propositions, B2B marketers are in a tough spot. For those engaged in delivering Account-Based Marketing (ABM) programmes, the pressure to deliver results more quickly and predictably from their activities is rapidly increasing - and yet, the context of their business goals, priorities, and timelines may be shifting just as quickly.

Against this challenging backdrop, Greg Salmon, Chief Commercial Officer, Agent3 Group, will lead a panel discussion with leading B2B marketers looking at how ABM teams can build and execute strategic programmes which drive sustainable growth in key accounts, even in a volatile environment.

Topics the panel will touch on include:

• How can ABM-ers balance ‘strategic long-term growth partner’ and ‘reactive, immediate-term support function’ approaches when working with Sales? 

• Which tactics and workflows can you plan for to bake in an agile, quick-turnaround ABM capability?

• Measurement and storytelling: How can you prove out short-term AND long-term impact?  

• How will the advent of Generative AI help ABM-ers to serve both long-term and short-term pressures