Building an ABM Program with Webinars — The Road to Webinar Success (4 of 8)

By Joshua Baez, Engagement Manager at Heinz Marketing
We’re now four weeks into the Road to Webinar Success! After having covered Panel Webinars, Webinar Operations, and Internal Alignment, it’s time we shift our focus to using webinars to build an ABM program. With webinars driving your ABM program, you can create scalable, highly-personalized, highly-targeted, and engaging experiences for your target accounts. And all while thoughtfully measuring performance, qualifying leads, and pushing those leads closer towards a purchase decision.
Why should you use webinars to build your ABM program?
Webinars are, potentially, one of the most engaging tools both sales and marketing have at their disposals. They can present high-value offers, be personalized to different personas across all stages of the sales cycle, are highly-interactive, and they allow you to easily gauge the level of interest and intent from those who attend.
With webinars in your ABM program, you have an opportunity to reach the entire buying