Recording: ABM at scale at Unit 4

Find out how 100% alignment between Marketing and Business Development on processes, systems and objectives delivered an ABM programme to Unit4 that scales.
Recording: ABM at scale at Unit 4

During this session Marije Gould, VP Demand Generation and Field Marketing and Neil Georgeson, Global Head of Business Development, shared how Unit4 developed and executed an ABM strategy targeting those prospects that met its ideal customer profile.

  • How Unit4 developed their martech stack
  • How they built their marketing programmes and processes
  • How they continued to optimise the programme, creating ABM conversion rates of MQL to SQL of 20% and engaging more than 50% of the 4500 global target accounts.