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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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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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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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Latest dumb and please welcome to the stage. Our next presenter Peter Isaacson rapid Round of Applause. X-Men days, we are the leaders and Compass marketing. And as the CMO I get to go around, do a lot of presentations on account bass marketing. And usually, when I'm presenting on a b m, I tend to focus on a VM holistically on best practices and use cases and how companies can actually develop world-class ATM strategies, things like that, for this presentation, I want to focus a little bit more narrowly though.

I want to focus on digital advertising and account based advertising. And I want to do that for two reasons, one, because the company's advertising is so important to the success of so many companies, ATM strategy, so many have a challenge with that top of the funnel and account based advertising actually delivers on that Nelson stall for it. But the other reason I wanted to talk about digital advertising is that in the 25 years or so, since it's been introduced, 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 and reaching the exact right person at the right time. And what has happened actually over the last year, is that, that has started to change, especially for B2B marketers that. Now, you're able to reach. You're the right person, also at the right company, and at the beginning of the buying process, essentially, reaching the, the buying committee within your target account. And this is something that really wasn't possible until very recently. So I want to go through that. Now, bear with me, I just

want to talk a little bit about the history of digital advertising 25 years ago or so when it when it first came about, it was led by something called

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