How to Leverage ABM and Offline Marketing at Every Stage of the Funnel - Ascent Conference
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Marketing

How to Leverage ABM and Offline Marketing at Every Stage of the Funnel

Oct 12th, 2022 @1:00 pm
As marketers, we’ve all experienced that moment when we are looking for a new way to engage our prospects - it feels like we have sent email after email, post after post, and it’s simply time for something new.

Full Description

Speakers

Alex Barca

Director of Demand Generation Postal.io
Alex Barca is the Director of Demand Generation at Postal, where she oversees paid acquisition, direct mail, corporate gifting, and inbound sales development. Prior to Postal, Alex led teams across marketing functions at Bullhorn and Curata.

Jill Brock

Director, Revenue Marketing RollWorks
As Director of Revenue Marketing, Jill Brock leads RollWorks’ team of ABM specialists to leverage multi-channel campaigns that engage and delight prospects and customers alike. In her work, Jill spearheads RollWorks’ ABM strategy to creatively engage all audiences, from acquisition to retention, working closely with Sales to drive predictable and long-term growth for the business. She’s previously led global marketing teams in the technology, supply chain, and recruiting spaces.

How to Leverage ABM and Offline Marketing at Every Stage of the Funnel

As marketers, we’ve all experienced that moment when we are looking for a new way to engage our prospects – it feels like we have sent email after email, post after post, and it’s simply time for something new. Now’s the time to start a different conversation using offline channels – personalization that comes from sending gifts, direct mail, or hosting events that complement the moment.

Offline programs can often fit into your current marketing strategy, and go hand-in-hand with all things ABM. It can be used in everyday programs as a way to reward highly engaged prospects as they make their way down the funnel or re-engage top accounts and bring a deal across the finish line. And it’s a way to connect with your prospects and customers in a humanizing way – sending champagne or coffee to celebrate promotions and holidays or get-well gifts during a global pandemic.

What you will learn:
– How to engage your audience at every stage of the funnel
– Why identifying your best fit accounts ensure you make the most of your direct mail campaigns
– Using intent and other signals to determine which accounts to engage with direct mail and when

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