Driving Engagement in Professional Services: From First Touch to Closed Deal.


Today’s B2B buyers research and evaluate solutions and services primarily online. Iron Horse Chief Growth Officer Monica Behncke and Demandbase Principle ABX Expert Stephanie McArthur discuss how professional services firms can personalize engagement, build trust, and convert more potential clients with modern, account-based marketing (ABM).

Originally aired on May 22, 2024.

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Key takeaways.


ABM establishes meaningful relationships.

Rather than rely solely on referrals, ABM enables you to engage digital buyers early, understand their needs, and provide personalized solutions to establish a deeper level of trust and foster long-term relationships. 


The transition to ABM has never been more crucial.

Transitioning from traditional business development methods to ABM allows you to meet the evolving needs—and expectations—of potential clients in today's market, and personalize engagement to drive pipeline.


ABM is data-driven and customer-centric.

The right tools and platforms enable you to collect and analyze data effectively, plus interpret insights, personalize interactions, and orchestrate marketing and sales efforts to deliver a white-glove experience.