How leading B2B marketers approach content, intent, and personalisation in ABM
Account-based marketing promises to enable B2B marketers and sellers to deliver better results by targeting the most relevant people and businesses from the word ‘go’. In so doing (the theory goes) it saves time and effort that might be spent chasing the wrong prospects or casting too wide a net. However, ABM isn’t a cure-all for B2B marketing woes.
Marketers and sellers taking an account-based approach are just as prone to fears that they are misdirecting their efforts or failing to capture interest effectively. At GO London, a summit hosted by DemandBase, senior B2B figures shared stories about how they make ABM work: how they get the most from content, gauge intent, and tailor outreach to get results. |
Digital Shift Q2 2025: Generative Engine Optimisation and agentic AI advances
The latest instalment in our quarterly Digital Shift series, brought to you by consultant Neil Perkin and Econsultancy content and insight director Rose Keen, explores the latest developments in artificial intelligence, including how to optimise for AI-enhanced search engines and advances in autonomous agents.
Learn why Model Context Protocols (MCPs) and Google's Agent2Agent (A2A) protocol could be transformative for AI use in marketing, as well as how brands and agents are applying the technology, and more in this edition of Digital Shift, available to watch on-demand. |
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