I'm at the Marketo Summit 2017 in San Fransisco and I'm having a blast. However, I came here with the hope of getting more practical on ABM, but I'm beginning to suspect that ABM is almost only about Direct Mail and kicking in doors, and have yet to see a full blown ABM program.
Any thoughts on this?
You've also got account-based advertising, nurturing, events, personalization, account-based sales and follow up strategies.
Each of these components you can really drill down in, and the guide helps.
I agree with you though I wish some of the sessions focused more on tactics. But maybe I have been attending the wrong ones.
Nearly everything I've seen is about sending direct mail/email/ads to people at a Target Account or a specific person with a funny or unique catch. To me, that's an end point of the ABM work.
So I'm not surprised that Thomas Rode is disappointed. TOPO and Marketo had a couple of decent sessions on this. A lot of the real work is