Better ABM: Five Lessons Developer Marketing Can Teach All ABMers

Often in ABM, we see teams focus only on targeting the “decision-maker.” But this approach weakens overall effectiveness because it overlooks the role of practitioners with buying groups. As a result, teams miss opportunities as they’re developing. They miss the importance of influencing the exact people essential to creating buyer’s journey momentum.

Because Developer Marketing is a practice that recognizes the substantial influence of practitioner audiences on the purchasing process, success there can shed light on how ABM teams can better address these issues in most cases. In this e-book, Better ABM: Five Lessons Developer Marketing Can Teach All ABMers, you’ll learn:

  • The realities of buying teams and their various constituents
  • The differences between practitioners and decision-makers
  • How to identify and refine practitioner personas
  • The role of intent data monitoring in ABM
  • Strategies for engaging different members of the buying team over time
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