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Executing an ABM strategy is a lot easier said than done.

When account-based marketing (ABM) shot to popularity, marketers embraced the strategy. Combined with new ABM technology, this seemed like a simple strategy that would make revenue roll in. Fast forward in time and the industry is full of marketers that are “doing ABM” but not seeing results. The reason? Executing on an ABM strategy is harder than it looks.

Before the blame game starts with sales and marketing pointing fingers at each other, it’s time to take a step back to review the entire strategy. Turning account-based leads to account-based revenue requires work beyond lead generation – activities like account-mapping, nurturing activities and expanding the buying group. The role doing this work in the middle of the funnel isn’t fully marketing or sales, yet they’re integral to making an ABM strategy work. Welcome to the role of the Sales Development Rep (SDR) – the ultimate middle child.

Join SiriusDecisions, Televerde and InsideView for a webinar that covers:

  • The top ABM challenges companies face
  • How the SDR role is key to a targeted account strategy for sales
  • Whether an inbound or ABM strategy works better for your company goals
  • Specific examples of how SDRs are used in the context of ABM

 

Webinar Details:
Title: Move Leads to Revenue
Original Air Date: August 14, 2018

Sr. Research Director, Demand Creation Strategies, SiriusDecisions

Kerry Cunningham has more than 20 years of experience in b-to-b demand creation and management, and is considered a thought leader in the design and implementation of inside sales, tele-prospecting, telemarketing and processes and teams.

Head of Global Marketing, Televerde

A long-time Televerde employee, Michelle’s leadership roles in Sales and Client Success have shaped her strong commitment to a positive customer experience as the Head of Global Marketing.

Chief Marketing Officer, InsideView

Tracy Eiler leads the end-to-end marketing strategy and initiatives, including the sales development function at InsideView. She was recently named a B2B Demand Marketing Game Changer and is included in the Top 30 Most Influential Women in B2B Marketing Technology.