Syndicate Sessions By Syndicate

Account-Based Marketing

Whether targeting global, regional or national accounts, account-based marketing (ABM) techniques help organisations of all sizes to win, develop and retain business. In this track, we will provide guidance in the form of best practice processes and case studies to help companies determine the best way to turbocharge their ABM results and ensure a strong coordination from strategy to execution across global, regional and local teams.

Leveraging Data to Power Account-Based Marketing


Presenters: John Donlon, Bob Peterson

“Garbage in, garbage out” – if only it were that benign. Without high-quality, connected data to inform its strategy and execution, account-based marketing (ABM) can do more harm than good. Bad data can casus a company to place its bets on the wrong accounts and focus its efforts on inappropriate messages and misguided tactics. So, what’s the best way to source key data, understand global and regional nuances, ensure high quality and glean the insights needed to inform ABM activities? This presentation will provide the following benefits:

For marketing:

  • Understand which ABM processes are most impacted by data, and learn strategies to ensure they are fueled with the most accurate and complete information possible across all markets
  • See examples of how SiriusDecisions clients have leveraged data to drive more effective ABM results

The Science of Cross-Sell and Upsell


Presenter: Bob Peterson

For something as fundamental in b-to-b as cross-selling/upselling, few organisations do it well. This is because most organisations lack both clearly defined processes for how ABM should work, don’t gain clarity around roles and responsibilities, and fail to target the right products to the right customers at the right time. This presentation will provide the following benefits:

For sales:

  • Understand how a structured approach to cross-selling and upselling supports higher growth in existing accounts
  • Learn how insights from advanced analytics enable more effective cross-selling and upselling

For marketing:

  • Gain clarity about what role marketing should play in supporting cross-sell and upsell strategies
  • Learn how companies are using predictive technologies to optimize cross-sell and upsell efforts

For product:

  • Gain insights into how product teams can better enable sales and marketing to introduce new product/service offerings into the existing customer base
  • See how enhanced cross-selling and upselling processes can help product teams forecast additional product demand


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