B2G ABM prospecting with Mark Amtower

05/18/21 • 25 min

Much of an ABM program's success is dependent on knowing who the decision makers, contributors and influencers are. How can marketing and capture teams identify and categorize the right targets? And once you’ve found them, how do you apply that knowledge to a campaign cycle that can last up to 2 years? Mark Amtower of Amtower & Company joins us to provide insights and next steps that B2G marketers can put into action immediately.

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Diversity, Equity and Inclusion (DE&I)

Diversity, equity, and inclusion (DE&I) are in the forefront of a national conversation. For B2B and B2G tech marketers and PR pros, DE&I poses questions that drive decisions about messaging, outreach, and whether or not to take a public stand on issues. Carrie Drake, Director of Government Marketing for Maxar and the former president and a current board member of Women in Technology joins us for an in-depth look at ways marketers can help their companies navigate these waters.

“Are you shaping your message for various audiences or are you shaping your message for one?” — Carrie Drake

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Aligning marketing and sales for B2G ABM and DBM

Account-based marketing (ABM) and deal-based marketing (DBM) are hot topics—especially for government-focused tech firms, where raising awareness and building relationships are essential to gaining trust and winning contracts.

But it isn’t just the job of marketing or sales to introduce and maintain these programs. The most successful firms know it’s a joint effort, where each team plays to their strengths. That isn’t always easy, so to look at how to make that alignment between sales and marketing work, we spoke with Anamika Gupta, Director and Head of Customer Marketing and Robert Lai, Vice President and Head of Public Sector at Fujitsu Americas.