GAIN 2024: Humanizing Your ABM Strategy

Humanize your ABM strategy to drive more meaningful B2G engagement. 

Presenters: Colby Proffit, VP Marketing, Shift5
Tanner Bakor, Director, GTM Operations, Shift 5

In today’s “more and now” environment, revenue and pipeline targets continue to climb while budgets remain flat, resources are stretched, and attention spans are increasingly limited—before even accounting for the added complexity of marketing to a public sector audience.

This session explores how Account-Based Marketing (ABM) can help B2G marketers shift from volume-driven tactics to more focused, human-centered engagement. Learn how to leverage data, personalization, and integrated marketing efforts to drive more meaningful interactions, improve efficiency, and deliver results—even in constrained environments.

This course was presented at GAIN 2024, the premier B2G Marketing Conference hosted by GovExec in the DC Metro area each fall.