ABM has produced gains for most organizations that have adopted it, yet those gains have often been less than we expected and hard to quantify. As a result, most organizations have not scaled their ABM practices as hoped.

In this session, a former SiriusDecisions and Forrester analyst unveils new research describing how European B2B buyers research solutions and pick winners. This new research suggests a radical new view of marketing's role in the production of revenue. Kerry will discuss what this new view means about what marketers must do differently, and why account-based practices must become the default approach for all of B2B.

Attendees will learn:

• How and when B2B buyers make their decisions
• How B2B buying behaviors vary within Europe
• How ABM practices are hampered by antiquated views of B2B buying
• Why ABM practitioners must move past lead-based measurement practices
• The Three Principles of Modern Marketing (ABM) and how to apply them