How to Roll Out Programmatic (one-to-many) Account-Based Marketing

Programmatic Account-Based Marketing, or one-to-many, is one of three tiers of ABM, the other two being one to few and one-to-one. It is focused on a large number of accounts and tailoring campaigns at scale. 

The key to this style of ABM is having the right balance between personalisation and scale.

Compared to the other tiers, this one-to-many approach is more reliant on technology. This is because a one-to-many campaign can require targeting and delivering a personalised message to a large number of accounts, sometimes in the thousands.

If you are targeting upper mid-market, enterprise companies and government entities this session is tailored for you. 

​🎓 What you will learn in this session:

• How to start the one-to-many ABM process
• ​What KPIs you need to have in place
• How to plan your campaign objectives
• How to approach account selection
• How to approach budget allocation
• Scoring models for programmatic ABM
• The differences between APAC and other regions

​🎙Who are the speakers?

• Sumari Lottering - Senior Digital & Brand Marketing Manager at DocuSign APAC
• Shelby Crabtree - Senior Customer Success Manager, Strategic at RollWorks
• Shahin Hoda - Director at xGrowth
• Andrew Thompson (Moderator) - Managing Editor at Shift Research

Like to watch content? You can watch this episode via our xGrowth YouTube Channel

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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/

Join the Slack channel: https://growthcolony.org/slack

Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth

We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au