The New ABM Playbook: What’s Working, What’s Changing

About this event

ABM sounds great on a strategy slide. Then you actually have to build it. Join us for a practical, behind-the-scenes look at what it takes to turn an ABM strategy into a campaign that actually runs, performs, and contributes to the business. Tiffany Gourdin of Autodesk will break down real ABM campaigns, including how she chose and connected the right technology, navigated platform limitations, aligned different channels, and adjusted when a campaign performed a little too well. Using real examples across LinkedIn, Sales Navigator, Drift, ChatGPT, video, animation, and more, we’ll explore where technology helps, where it gets in the way, and how marketers can make smarter decisions about the stack supporting their ABM programs. You’ll leave with practical ideas for building and improving ABM campaigns, choosing technology based on what you actually need it to do, and creating a more connected path from target account to engagement to business opportunity. If you work in marketing operations, demand generation, growth, MarTech, or ABM, come see what happens when the strategy meets reality.