How to Execute Your Account-Based Marketing Strategy: Operationalizing Your ABM Program

If you're a B2B marketer, you've probably had conversations, ad nauseam, around the importance of having an ABM strategy. But you might not have spent as much time discussing how to actually implement an ABM program—to put it into operation and to measure it.

Operationalizing your ABM program can be a daunting task, but it's crucial. Without it, your strategy stays on paper and you're unable to easily track, measure, and report on the success of your efforts—and unable to achieve your ABM program's goals.

Join us to learn:

  • How to partner with Sales to identify target accounts and create your list for one-to-many, one-to-few, and one-to-one plays
  • How to craft ABM campaigns and track your results
  • What KPIs to use for measuring and proving success
  • Which tech stack will help you drive results


Meghan Flannery

Meghan Flannery leads enterprise marketing and ABM at Drift. Prior to her role at Drift, she led campaigns at CloudHealth by VMware and established its ABM program.

Monique Lemieux

Monique Lemieux is Head of Marketing Ops at Drift, where she owns the strategy, alignment, and performance of marketing operations to help the marketing organization grow revenue through operational efficiency and data-driven insights.


Sponsored by Drift
Drift is the Revenue Acceleration Platform that helps companies grow revenue and increase customer lifetime value faster. More than 50,000 businesses use Drift to align sales and marketing on a single platform to deliver a unified customer experience where people are free to have a conversation with a business at any time, on their terms.
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  • Date: February 25, 2021
  • Length: 60 minutes
  • Presenter: Meghan Flannery, Monique Lemieux
  • Sponsor: Drift
  • Topic: Account-Based Marketing, Marketing Strategy, Martech
  • Price: $0


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