Episode 2: Demystifying Account Based Marketing (ABM) – Achieving Personalisation at Scale

Date - Tuesday - 29th June, 2021

Time - 2:30 pm (BST) I 09:30 am (EST)

We are pleased to announce the Second Webinar in our ABM Series

Register today to join an insightful discussion on effective ways to scale account-based marketing. Whether you are looking to expand an existing ABM pilot into a full-blown ABM strategy, or simply thinking to make sure your approach is scalable from the get-go, this session is for you.

For the second webinar, join leading industry experts from the financial services and tech space including Danny Nail, Account Based Engagement Lead – Microsoft Financial Services; Iulia Balan, Managing Director, Head of Product & Account-Based Marketing, State Street (Moderator); Payal Raina, Founder of FinTech B2B Marketing; Global Head of Marketing at Torstone Technology; Sumeet Vermani, Global Vice President of Marketing, GPS



Founder / Global Head of Marketing

FinTech Marketing / Torstone Technology

Danny Nail

Account Based Engagement Lead

Microsoft Financial Services

Iulia Balan

Managing Director, Head of Product & Account-Based Marketing

State Street

Sumeet Vermani

Global Vice President of Marketing


Discussion points include:

How do you put the theory of “personalization at scale” into practice for the most important
accounts for your organization? During the webinar, our speakers will discuss some key
considerations for achieving scale in account-based marketing, including:

  • Making sure you are ready to expand an existing pilot or program: from organizational buy-in, to putting in place repeatable processes and understanding the impact on team
  • Account selection methods that support scaling such as tiering and segmentation
  • Personalization techniques at scale such as dynamic content emails, web personalisation,
  • The role of technology in achieving scale.

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