Account-based marketing is the buzzword du jour among marketing IT vendors, consultants, and professional healthcare marketers. Say “ABM” and we think about capabilities such as domain-name ad targeting, persona-based retargeting, messaging aligned and content tailored to the buyer’s journey. Fact is, technology is but one aspect of the roadmap that must be in place to deploy an ABM-centric, integrated marketing program.
What marketers discover when they set about making such a transformation is that there are mountains to climb on the road to ABM. Technology is the lightest-lift but least ready solution, and if not included as part of a comprehensive approach to ABM, it can actually delay success.
So what are the vital focus areas of ABM? In this session, marketing gurus David Rowe and Frank Cutitta will discuss key components of an ABM program and their impact on the healthcare marketing organization, including research, operations, content, performance measurement, and, of course, technology.
