Optimize ABM Performance for the Demand Unit, Not MQLs

Brian Anderson, Editor, Demand Gen Report

Feng Hong, Sr. Product Marketing Manager, Full Circle Insights

You’re seeing MQL growth, so that must mean your campaigns are working, right? Well, that’s not always the case in an ABM world.

Join Feng Hong, Head of Product Marketing at Full Circle Insights, to get a rundown on the changes to process and operations you’ll need to shift your team towards ABM effectiveness.

You’ll learn how to:

  • Map account funnel stages into Salesforce
  • Track and measure demand unit engagement and progression
  • Utilize attribution that is account-comprehensive
  • Compare ABM campaign performance versus legacy campaigns for optimizing your ABM strategy

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