Account-Based Marketing Committee Meeting


Start: Thursday, December 2, 2021 at 11:00am

End: Thursday, December 2, 2021 at 1:00pm


Virtual Meeting (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Attend via Webinar Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier N/A Individual N/A Nonmember N/A


I.  WELCOME REMARKS (11:00 – 11:10 am ET)

II. HOW DO YOU SCALE 'TRUE' ABM  (11:10 am – 11:30 pm ET)

Account-Based Marketing has gained prominence among B2B CMOs in recent years thanks to its impressive track record in driving needle-shifting impact with their organizations' most important customer accounts. Indeed, these results have been such that interest in ABM within B2B organizations has been piqued and increasingly, marketing teams are being asked to ramp the activity up to 50-100, or even 500 accounts, rather than 5-10.

But can you bring 'true' ABM to this volume of accounts without it becoming just 'good' modern targeted marketing?

Scaling a ‘true’ ABM program effectively, without compromising on the key fundamentals it encompasses, involves the alignment of many moveable parts: technology and resourcing are fundamental considerations, but then there’s also the decision about which accounts to include and why; establishing clear objectives for the program, and ensuring Sales stakeholders and target customers alike enjoy an experience which is genuinely elevated compared to their day-to-day engagements with Marketing output.

'Responsive ABM' is one possible solution to this challenge and, in this session, Greg Salmon (Partner, Agent3 - a global ABM consultancy) will be joined by Kathryn McGinney (Director, Strategic Programs - Account-Based Marketing, Splunk) to provide their perspectives on how best to structure your programs to scale ABM effectively, as well as share their experience of how this approach worked so well for Splunk, the program ended up winning 3 major industry awards, including the ANA's B2 award for ABM!

Greg Salmon

Kathryn McGinney
Director, Strategic Programs - Account-Based Marketing

III. Q&A (11:30 am – 11:40 am ET)

IV. ABM IS ALIVE AND WELL  (11:40 am – 12:10 pm ET)

In B2B marketing, now more than ever, we know how critical it is to engage high-value accounts and identify new opportunities. Marketers who adopt an account-first approach are more agile and budget-efficient by focusing on aligning sales and marketing, targeting high-quality audiences, and tracking ROI.

This conversation will dive into Account-Based Marketing (ABM) on LinkedIn and beyond in this digital-first environment. Join leading ABM experts to network, learn, and share insights that will help you to plan, execute, and measure successful ABM campaigns.

LinkedIn Speaker TBD

V. Q&A (12:10 am – 12:20 am ET)

VI. BREAKOUT SESSIONS (12:20 am – 12:50 pm ET)

Our breakout rooms will allow attendees to meet in smaller groups for a more intimate and robust discussion of the meeting, keynote presentation, related subject concepts, and/or pain points.

In this meeting, we will dedicate two breakout rooms, each room led by an ABM co-chair and ANA moderator. Once these breakout rooms close and we reconvene in the main room, each leader will discuss an overview of what was learned and discussed so that may benefit from insights shared.

We hope that you stay for this part of the meeting as it is a great way to network, learn, and of course drive growth: for your career, company, our collective industry, and the field of Account-based Marketing.

VII. TOP TAKEAWAYS (12:50 pm - 1:00 pm ET)


Schedule/Speakers Subject To Change.

Webinar information, if available, will be provided to registrants only.