B2B Committee: Account Based Marketing @New York

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For B2B marketers, account-based marketing continues to be a focus – and it’s no surprise. 77% of marketers believe ABM has driven greater success for their target accounts, according to a recent study released by ITSMA.  But in order for account-based marketing programs to succeed, several factors need to be in place, from strong sales and marketing alignment to proving ROI attribution. Join this meeting to get the latest on ABM and:

  • Learn from our speakers and experts
  • Network with your peers
  • Dive into key issues to surface actionable solutions during our roundtable discussion


9:00 am - 9:30 am - Networking Breakfast


9:30 am - 9:45 am - Introductions


9:45 am - 10:30 am
Session 1: 
From Pilot to Performance – Building a Successful ABM Program from the Ground Up

How did SAP’s Strategic ABM program in North America grow from a small, successful pilot project to an integrated, disciplined, and effective program that drives results with dozens of key accounts? In this session, Eric Martin, VP of Account-Based Marketing at SAP North America shares insights into the power of sales and marketing alignment - and the program’s growth. Here’s what you’ll learn:

  • How to gain buy-in from senior stakeholders and secure investment moving forward
  • How and why to use the right criteria for account selection support
  • Best practices for measuring and communicating results

Eric Martin
VP, Account Based Marketing
SAP North America

10:30 am - 11:15 am
Session 2: ABM is NOT Just a Marketing Program

While ABM is a new focus for traditional B2B marketers to embrace, it requires sales buy in and support to truly be successful. From selecting your target account lists, to campaign ideation and messaging, to alignment around new metrics for success, Sales needs to be your partner in planning and execution to realize the potential a well-executed ABM strategy can deliver. We’ll discuss how to get that buy in, but also how to engage your sales team, and when executed properly, the types of results you can expect.

Jessica Fewless
VP, ABM Strategy and Field Marketing

11:15 am - 11:30 am - Coffee Break

11:30 am - 12:15 pm
ABM Roundtable Discussion

One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a “closed door” environment and to leverage and share knowledge and insights with marketing peers.  Often times, many marketers have similar challenges so come prepared to talk about key areas of focus and the challenges tied to your ABM initiatives.


12:15 pm – 1:00 pm
LUNCH: Networking Session

1:00 pm - 1:45 pm
Session 3: Driving Account-Based Marketing with Machine Learning

The theory behind account-based marketing—that brands, particularly in the B2B space, could benefit from identifying and focusing on their most valuable prospects—is not particularly revolutionary. The method behind that seemingly straightforward proposition, however, requires cutting-edge technology to reach its full potential. Learn what goes into the process of account-based marketing, and why machine learning is an integral part of this “common sense” strategy.

Mike Berberich
Director of Content Innovation
Association of National Advertisers

Michael Trapani
Director of Marketing
IBM Watson


1:45 pm - 2:30 pm
Session 4: Your Digital Footprint: How to Clean Up, Improve, & Protect How You Look Online

Account-based marketing is inherently personal and in today's digital age, everyone needs the power to manage their online reputation and privacy. Learn how to build a positive brand that wins you opportunities, what factors could be putting your career at risk, and how to safeguard your private data on the web.

This is a hands on presentation where you can get your own “Reputation Report” for free, by signing up at BrandYourself.com. For more information, contact Sonia David at sdavid@ana.net.


Sabrina Clark
Director of Marketing

(schedule subject to change)