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Combining Lead Gen and ABM Tactics to Drive Growth Efficiently

Featured Speakers:

Jared Aho, Director of Mobility and Aerospace, NI
Samantha Evans, VP of Sales & Marketing Operations, Forbes
Neha Shah, Sr. Director, Product Marketing, Salesforce

There’s much talk about the differences between lead generation and account-based marketing strategies, but aren’t both techniques key to engaging B2B buyers? Join Neha Shah, Senior Director, Product Marketing at Salesforce, Jared Aho, Director of Mobility and Aerospace Marketing at NI, and Samantha Evans, VP of Sales & Marketing Operations, Forbes as they share how they combine multiple strategies to drive growth and launch their respective businesses to new heights. They will share lessons learned from key demand generation tactics as well as actionable tips on:

  • Identifying new areas of opportunity
  • Using a data-driven approach to meet customers where they are
  • Using automation to personalize outreach at scale


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