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Account-Based Marketing Committee Meeting

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Making ABM an Integral Part of Your Organization’s Strategy

 Event Recaps

AGENDA:

I. Opening Remarks 


Danny Nail
Director, Global Leader, Account Based Marketing Center of Excellence (ABM & Digital Marketing)
Salesforce
ANA Account-Based Marketing Committee Co-Chair


II. An ABM Maturity Journey: From 3 Letter Acronym to Game Changer (30-Minute Keynote Presentation)

According to recent research from the ABM Leadership Alliance and Momentum ITSMA, “ABM is the top priority for B2B Marketing Leaders.” The study goes on to say “If companies don’t already have a program, they’re discussing and exploring how it might work.” For many companies, ABM is a journey that is constantly evolving and maturing. Join us to learn how ABM started as a concept, an acronym with little understanding, to an integral part of IBM’s strategy. 

Key takeaways from the session:

  • Tips for those early in their ABM journey
    • Setting up a program office
    • Establishing a governance model
    • Determining program KPIs
  • Insights for more mature ABM practices, including:
    • Education beyond certification
    • Awards and recognition
    • Integration across sales and marketing

Presenters:


Cheryl Caudill
Global Top Account Marketing
IBM




Roopa Maniktala
Marketing Program Director in Field Marketing
IBM Americas
ANA B2B Committee Co-Chair


III. Making ABM an Integral Part of Your Organization’s Strategy (One-Hour Interactive Roundtable Session)

During this roundtable session (get ready to turn on your cameras as) we will lead a peer-to-peer discussion about topics that include:

  • Identifying and replicating ABM best practices
  • Creating ABM advocates across sales and marketing
  • Building new skills as ABM practitioners to scale expertise

Key Takeaways:

  • Actionable concepts to apply within your account-based marketing initiatives
  • Opportunity to grow your ABM network

Moderators: 


Roopa Maniktala
Marketing Program Director in Field Marketing
IBM Americas
ANA B2B Committee Co-Chair



Cheryl Caudill
Global Top Account Marketing,
IBM


IV. Top Takeaways and Closing Remarks 


(Schedule subject to change)