Artificial intelligence is changing the nature of account based marketing (ABM) and has a direct impact on the buying journey.
ABM involves targeting specific accounts with a set of sales and marketing activities. There is a lot of talk and hype about AI and its dangers, but there are significant opportunities too, especially in the marketing and sales process.
In this webinar, Dr Matt Wilkinson will explain ABM, and how and where AI fits in to maximise impact.
- Overview of ABM in practice.
- The ABM buying journey.
- How and where in the ABM process AI can supercharge your efforts.
Matt is 'a recovering scientist turned marketer' and has spent the past two decades working in the life science and technology space. He works with life science and technology companies at the intersection of sales, marketing, technology, and innovation.
Speaker
Dr Matt Wilkinson - Visiting Fellow at Cranfield School of Management
This webinar is presented by Cranfield's Strategic Marketing Forum.
