B2B Committee: Account-Based Marketing


Start: Tuesday, February 25, 2020 at 9:00am

End: Tuesday, February 25, 2020 at 3:00pm


155 East 44th Street
4th Floor
New York, NY

Registration Pricing

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

Get to the Heart of Account-Based Marketing

There's a lot to love about account-based marketing (ABM). It helps marketers attract the right type of prospects, build meaningful relationships and secure those all-important commitments. So it's no wonder ABM is fast becoming an essential part of any B2B marketing and sales strategy – with no sign of slowing down! In fact, 73% of marketers say they plan to increase their ABM budgets in 2020, according to a recent study.*

This February, jumpstart your 2020 ABM strategy by joining the B2B Committee Midwest Chapter to get the latest ideas and insights that help drive your efforts going forward. Whether you're just getting your ABM pilot off the ground or are looking to expand and optimize ABM, it's a great way to learn from and network with fellow ANA members, ABM experts, and practitioners.

Networking Breakfast
9:00am – 9:30am (CT)


Opening Remarks from ANA B2B Committee Chair


ABM: Illustrate and Quantify Marketing’s Role in the Value Chain

Increasingly, marketing is seen as a cost center versus a contributor to business growth. Oftentimes, this view comes from misalignment with sales and an inability to demonstrate meaningful results. As the complexity of the B2B landscape increases, marketers need new ways not only to engage their target buyers but also reestablish themselves as value creators. 

This session will illustrate the successful transition of a consulting firm's marketing strategy from broad to account-based marketing - and the role that lead generation played within it. This journey of more than a year ended in some of the highest client margin increases (as a percentage) across the firm. One of the biggest wins is the alignment and collaboration between sales and marketing -- the holy grail for most organizations. Key takeaways:

  • Learn why shifting from broad reach to account-based marketing yields better outcomes with fewer resources.
  • Understand how to influence the sales team for effective change management across your organization.
  • Discover the right measures to show the value of and return from your account-based marketing while winning favor with your firm’s leadership.

Aaron Smith
Director of Marketing
Spencer Stuart


Up and Down the Funnel: A Sales & Marketing Alignment Case Study

A mid-sized financial services firm, Conning, will provide a case study that outlines how they do Account-Based Marketing by using their small sales and marketing team to their advantage. Conning will share how the firm implemented a number of digital tools over the past few years while concurrently expanding their target audience and product line. They will walk through a best practice of how the marketing and sales teams work together on common objectives to target audiences and bring them to the opportunity stage. Their example shows how a small operation can offset some of its budget and bandwidth limitations with the benefit of more closely aligned sales and marketing teams.

Myra Lee
Head of U.S. Marketing, Managing Director

Adam Artruc
Assistant Vice President, Marketing


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 initiatives tied to customer-centricity.

And Another Confirmed Speaker:

Jennifer Belardi
U.S./MX Geography Marketing Network Leader

More speakers to be announced...

*Information Technology Services Marketing Association (ITSMA) and the ABM Leadership Alliance
Moving to ABM Maturity: 2019 ABM Benchmark Study (December 2019)

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