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ABM Nirvana: Reaching the Buying Committee at your Target Accounts

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Peter Isaacson
CMO at Demandbase
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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ABM Nirvana: Reaching the Buying Committee at your Target Accounts
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About speaker

Peter Isaacson
CMO at Demandbase

Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to its successful IPO. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.

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About the talk

From creating the ABM category to educating over 3,000 marketers on the principles of ABM, we’ve seen and heard it all for the last 6 years when it comes to ABM–so we wrote a book about it! We will share with you some of the lessons learned from the 100’s of companies we’ve worked with, including the top 5 things the most successful ABM-focused companies have in common.

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Ladies and gentlemen, please welcome to the stage our next presenter Peter Isaacson. 00:00 Rapid round of applause. 00:06 At the main base. 00:06 We are the leaders in account-based marketing and as the CMO. 00:11 I get to go around to do a lot of presentations on account-based marketing and usually when I'm presenting an ABM. 00:16

I tend to focus on ABM Holistic Lee and best practices and use cases and how companies can actually develop world-class ABM strategies things like that. 00:24 For this presentation, I want to focus a little bit more narrowly though. 00:35 I want to focus on digital advertising an account-based advertising and I want to do that for 2. 00:39 Reasons one because account-based advertising is so important to the success of so many companies. 00:45

ABM strategy so many have a challenge with that Top of the funnel an account-based advertising actually delivers on that helps him solve for it. 00:51 But the other reason I wanted to talk about digital advertising is that in the 25 years or so since it's been introduced. 00:59

Digital advertising has had so much promise and I would argue that it has never lived up to that promise to the opportunity of actually targeting an reaching the exact 01:07 right person at the right time. 01:21 And what has happened actually over the last year is that that has started to change, 01:24 especially for a beta, be marketers. 01:30 That now you're able to reach you're the right person. 01:32

Also at the right company and at the beginning of the buying process essentially reaching the buying committee within your target accounts and this is something that really wasn't possible 01:35 until very recently, so I want to go through that. 01:46 Now bear with me, I just want to talk a little bit about the history of digital advertising. 01:50 So 25 years ago, or so when it first came about it was led by something called site. 01:56

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