B2BSMX 2021 connected us with many talented businesses and provided us with a lot of inspiration going into the year. It was a pleasure to share the stage with Aristomenis Capogeannis, Director of Revenue Marketing at NVIDIA. Our session on discussing 'Why B2B marketers need a person-based strategy in the ABM-focused world' was a smashing success.

Why are we talking about a person-based strategy for ABM?

Here are the main questions we addressed during the session:

• Why do account-based marketing campaigns rock, but sales teams say that there are no results?
• Are ads even getting in front of actual decision-makers?
• Are ABM campaigns getting to people through the noise of the irrelevant ads?

In light of the pandemic’s impact, a person-based approach to account-based marketing strategy is essential. It simply drives more relevant and meaningful digital engagement. As a result, Person-Based Marketing (PBM) improves conversion rates by actually connecting with decision-makers.

Current state of Person-Based Marketing

Many B2B marketers don’t understand how to apply PBM to their account-based marketing tactics yet. So, Aristomenis and I felt like this was an important topic to talk about. Especially as marketers continue to navigate a post-pandemic world.
A successful person-based approach involves more than the deployment of new ABM technology. Marketers need to reconsider strategy, sales and marketing alignment, and measurement.

Speech overview

Aristomenis Capogeannis compared the lead generation approach to account-based orchestration. As a B2B marketer, he’s already switched from the old school to the new one — from generating many leads to reaching exact accounts. He also explained how Influ2 was implemented at Nvidia and shared a case study. Using Influ2 significantly boosted Nvidia’s account-based marketing metrics, since we started working together.

From our side, I’ve shared the initial inspiration that led me to launch Influ2, and offered a new perspective on how the account-based marketing funnel should look like. There’s a deep need to shift from targeting random company employees to a high-resolution ABM approach. And now, this is possible. Our platform enables marketers to reach decision-makers from their dream accounts.

Tune in to learn more about:

• The inspiration behind PBM
• How PBM works in ABM and how marketers can benefit from it
• Real-world examples of successful PBM campaigns
• The future of B2B marketing in a post-pandemic world
• How marketers can capitalize on the current business climate
• Nvidia marketing strategy outline, in terms of account-based marketing programs