B2B Committee: Account-Based Marketing

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

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: 9:00 am - 9:30 am


Opening Remarks from ANA B2B Committee Chair: 9:30 am - 9:45 am

Applying an Agile Methodology in a Matrix Organization for Successful Account-Based Marketing (ABM): 9:45 am - 10:30 am

In order to stay competitive and meet market demands, PwC is revamping its marketing organization to better focus on the customer. Since ABM focuses on specific customers, our ABM pilots created an opportunity for us to test whether a new approach to our people, processes, and technology resonated with our clients. Hear what we learned and how it has informed our working strategy going forward.

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


Up and Down the Funnel: A Sales & Marketing Alignment Case Study10:30 am - 11:15 am

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

Coffee Break: 11:15 am - 11:40 am

ABM: Illustrate and Quantify Marketing’s Role in the Value Chain: 11:40 am - 12:25 pm

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

Networking Lunch: 12:25 pm - 1:10 pm

Brownstein Group Helps Speedpay Rekindle Lost Client Relationships: 1:10 pm - 1:55 pm

We’ve all gone through a bad breakup - it's a universal human experience and the central idea for Brownstein Group's ABM “win back” campaign for Speedpay. In order to open up the lines of communication with lost clients, Brownstein Group created a multi-phase direct mail campaign that painted Speedpay as a jilted lover, embracing the stereotypes that come with a romantic separation in a humorous and effective approach. With just the right amount of intrusion, transparency and tact, this campaign made former clients pick up the phone and rekindle their relationship with Speedpay.

Attendees will learn:

  • How to create an effective "win back" campaign that embraces past mistakes and emphasizes new improvements
  • The benefits of a multi-phased direct mail campaign and how to execute
  • How to flex a "win back" campaign to cater to unique audiences

Mallory Horshaw
Account Director
Brownstein Group

Tessa Douglas
Marketing Manager
ACI Speedpay

Roundtable Discussion - 1:55 pm - 2:40 pm

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.

Closing Remarks: 2:40 pm - 2:45 pm


(Schedule subject to change)