Building An ABM Strategy With What You Have

Skill Level


Learning Track

ABM StrategyMarketing CloudPardotSalesforce

There are a lot of tools that promise account-based marketing (ABM) success. But you can implement an effective ABM strategy with the tech stack (and team!) you have.

In this session, we will review how to build out an ABM strategy with Salesforce and Marketing Cloud Account Engagement (Pardot). We’ll uncover ways to get sales and marketing aligned so you can deliver the right-channel messaging to the right-person at the right-time.

Topics covered include:

  • Creating your target account list and key buyer groups with sales using account persona insights, scoring, and grading.
  • Determining the best mix of channels, engagement points, and building personalized assets with HML and dynamic content.
  • Measuring the success of your strategy with engagement history and campaign influence.

Kelly Ryan has been using Pardot and Salesforce since 2017 and is excited to help clients develop strong marketing and sales strategies, while connecting the dots to make the magic happen behind the scenes. She has experience in multi-channel campaign strategies, digital marketing tactics, account based marketing, analytics and data understanding, website development, ad and landing page design, and any cool new tools as they appear. She is based out of Denver, CO and is a certified Pardot specialist and consultant.

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