B2B Marketing in the Experience Economy

Abstract:

B2B marketing as we know it is quickly evolving and marketing organizations need to adapt. Many organizations are adopting Account-Based Marketing (ABM) as a strategy, but less than 20% of organizations have been successful implementing this strategy.  Learn how intelligence ABM can help gain deeper account insights, accurately prioritize accounts, and drive higher-quality engagements.

Join this session to learn how to:

• Understand customer context, interest and intent by leveraging relevant and derived data
• Leverage account insights and machine learning to target the best accounts 
• Collaborate with sales from planning to execution to help them focus and convert on opportunities
• Measure and react to ABM performance with the right KPIs 

Presenter:

Bernard Chung, SAP, Senior Director of Product Marketing for SAP Marketing Cloud business

Presenter Bio:

Bernard Chung is passionate about B2B marketing; driving customer engagements through conversion with the right balance of creativity and analytical thinking. He has a strong belief that marketing is a team sport requiring close collaboration with sales, product and other marketing groups.  Bernard has worked with some of the leading brands in the world in developing customer engagement strategies and tactics. Currently, he is the senior director of product marketing for the SAP Marketing Cloud business.