Lead and accelerate growth with ABM

Meta Karagianni, Chief Consulting and Growth Officer, Momentum ITSMA, opened the event with a deep dive into the challenges and opportunities of B2B buying, likening it to a game of “Snakes and Ladders.” Drawing on data from Momentum ITSMA’s most recent Client Buying Index survey of over 300 executives involved in high-value solutions purchases, Meta explained that providers face numerous hurdles when navigating the buying journey.

“Trust is a double-edged sword,” she said. “While buyers cite the strength of a provider’s reputation as the number one deciding factor in the purchase process, overall trust in providers has declined compared to a few years ago.”

Joanna Moss, Marketing Director, Top Accounts and ABM at Salesforce, shared key insights into Salesforce’s ABM success. Joanna outlined Salesforce’s best-practice account-based strategy, from account selection to data and measurement, and detailed some of the tactics that have yielded market-leading results. “What you’re doing is incredible. I can only hope to build a program like this in my organization,” said one audience member during the Q&A.

Finally, Adam Bennington, Principal Advisor at Momentum ITSMA, discussed the perennial challenge of scaling ABM and how generative AI is emerging as a gateway to unlocking greater efficiencies and growth.

Adam demonstrated, drawing on the Momentum ITSMA Seven-Step Account Development Process, how public and private generative AI could help marketers at stage, and focused on two key use cases for his demonstration: personalized content generation and buyer journey orchestration.

The event provided valuable perspectives and actionable strategies, equipping marketing leaders with the tools needed to drive client-centric success.

To explore the insights further, you can access the slides below.

Momentum ITSMA presentation

Salesforce presentation