Day 2 of the B2B Marketing Exchange East 2024 delivered a masterclass in account-based marketing (ABM) and buyer behavior insights, bringing together experts to break down strategies and reveal the future of B2B marketing. From understanding the power of data in ABM to decoding buyer intent, the sessions offered attendees actionable steps to drive results.
Why ABM Fails: Insights from Mason Cosby
Mason Cosby, Founder of Scrappy ABM, opened with a keynote on “Stop Scaling ABM, Start Stacking Signals.” He outlined key reasons ABM strategies often fail, citing a lack of data resources, poor sales and marketing alignment, and insufficient collaboration. He emphasized the need for unified data platforms to ensure success.
Data Alignment & Martech Stacks: PayIt’s Approach
Nadia Davis of PayIt discussed the importance of aligning data across platforms like Salesforce and LinkedIn, noting how data silos can inhibit ABM’s success. She stressed the need for a consolidated tech stack to integrate data and map it to revenue outcomes.
Human-Centric Marketing: Understanding Buyer Psychology
Shifting to buyer behavior, Daniel Englebretson of ShiftHX introduced the concept of human-centric marketing. He outlined how empathy, relevance, and authenticity drive better connections with buyers, particularly when utilizing AI tools.
Shirin Oreizy from Next Step also highlighted the role of behavioral science, emphasizing how predictable irrationalities in decision-making can be utilized to encourage buyers toward favorable actions. Understanding human psychology is creating more effective marketing strategies.
Follow SwiftMarketingInsight for the latest updates and expert insights on ABM, buyer behaviors, and more!