This session will explore the evolution of account-based marketing (ABM) as an approach in the biopharmaceutical industry and highlight the importance of personalized user journeys. You will see real-life examples and actionable best practices of ABM that are deployed via intent and create buyer trust. Lastly, we will discuss how these strategies can be leveraged to improve engagement and conversions with key targets.
Objectives:
- Provide an overview of the evolution of ABM in biopharmaceutical marketing, including key trends, challenges, and opportunities.
- Discuss the importance of personalized user journeys in ABM, and how they can be
optimized to build trust. - Present case studies and best practices in ABM and user journey personalization, highlighting key success factors and lessons learned.
- Provide actionable recommendations for implementing ABM and user journey personalization in biopharmaceutical marketing campaigns.
By attending this session, participants will gain a comprehensive understanding of the evolution of ABM in biopharmaceutical marketing and the importance of personalization. They hear best practices and leave with actionable recommendations for implementing these strategies in their own marketing campaigns.
Technologies/approaches referenced in session:
- ChatGPT, Web personalization, Salesforce, Pardot, Google suite of products, social media, RollWorks (display), Optimonk, voice & search intent, scoring/grading users, email automation and direct mail.
