In today’s dynamic B2B industry, it becomes essential for business leaders and brand custodians to adapt with the trends of target audiences and formulate the best-in-class go to market strategy. At Henkel, we are moving away from the traditional ABM practices to ABX- Account Based Experiences which keeps the customer at the core of our strategy. We are shifting our focus from traditional lead funnel models to diving deeper into the customer related touchpoints like Marketing engagement and Sales engagement scores, pipeline, TAM, SAM and SOM.  

We integrate AI in our campaign stages for better ROX through the below: 

• In-depth research for the Industry vertical and Key accounts 
• Customized content: White Papers/Infographics/Landing pages 
• Personas of decision makers 
• Media strategy 

Key take-aways:

• Become an ABX expert by implementing technologies that enhance the customer experience. 

Session Focus:

• Strategy & Planning
• Technology & Tools

Audience Level: 

• Intermediate

Industry Relevance:

• Industry-Specific Examples

Emerging Trends:

• AI in ABM, Building Long-Term Buy-In