Pioneering change in a traditional industry: U.S. Bank’s ABM transformation story

Watch our exclusive webinar where U.S. Bank shares its ABM transformational journey, from the decision to adopt digital-first strategies – accelerated by COVID-19- to building ABM capabilities and establishing a new Go-to-Market (GTM) team. The team will unveil how they pioneered a new approach in a traditional industry, overcoming both external and internal pressures, including evolving B2B buyer behaviors driven by the pandemic and the challenges of strategic change management.

Discover how they rebuilt their foundation by onboarding new tech partners, focusing on strategy and building a new team that quickly proved successful. They will also reflect on lessons learned and key takeaways that will provide valuable insights to other large and traditional organizations looking to pivot to a new way.

In this webinar, you will learn:

• How U.S. Bank followed a roadmap to ABM maturity in sales and marketing alignment, target accounts creation, marketing program execution, measurement and tech stack implementation.
• Why the team kept strategy and the customer experience at the forefront of any go-to-market initiatives.
• How despite the growing pains, the U.S. Bank team adopted a growth mindset and improved collaboration with internal partners such as sales and analytics teams.

Don’t miss this opportunity to gain valuable insights into the resilience and innovation that fueled U.S. Bank’s transformation.

Speakers

Sarah Dempsey
Vice President of Marketing, U.S. Bank

Polina White
AVP of Marketing, U.S. Bank

Abby Kegel
Growth Account Director, Demandbase

Webinar ABM Marketing

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