Committees | Events & Webinars | Account-Based Marketing Committee Meeting | ANA

Account-Based Marketing Committee Meeting

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I. Opening Remarks - 11:00 am - 11:10 am ET

Aaron Smith
Marketing Director
Co-Chair of the ANA's ABM Committee
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II. Examining the Success of ABM Strategies: A 3rd Party's Insider View to Account-Based Marketing - 11:10 am - 11:40 am ET

In the evolving landscape of B2B marketing, Account-Based Marketing (ABM) has long emerged as a go-to strategy for targeting high-value accounts and driving personalized engagements.

Anteriad’s unique role as both a marketing data provider and strategy execution arm bring an insider’s view into best practices for ABM teams.

Join us for an engaging exchange of ideas, as we discuss results-driven strategies that work in the real world. Whether you are a marketer seeking to enhance your ABM approach or a business leader looking to leverage ABM for targeted growth, this discussion provides insights that can transform your marketing endeavors.

Key takeaways from the session:

  • Learn how to incorporate 1st and 3rd party data into your ABM strategy.
  • Re-think the construction of your ABM list – what personas are you missing from your target audience?
  • How to win over your sales team and align efforts
  • Easy multi-channel strategies that you can execute today


Chris Blohm
Senior Vice President, Performance Marketing
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Timothy Wiles
Director, Performance Marketing
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III. Leveraging customer value in ABM (Interactive Session) - 11:40 am - 12:50 pm ET

Suppliers that sell on value are 24 percent more profitable, and customers that buy on best value are 35 percent more profitable than those buying primarily on price. Despite this win-win, most organizations rely on very superficial value justifications. Being able to quantify and communicate our value to customers is required to get these results. What are the best practices in measuring and communicating customer value, and how do we integrate that into our ABM programs?

In this immersive session, learn how to design effective customer value models and use them to turbocharge your ABM programs.

Customer value modeling will help you:

  • Better target a specific segment and the real buyers of your products or services
  • Focus your communications on what matters most to your target customers throughout their tailored customer journey
  • Prove your company’s value (quantifiable and intangible) relative to the customer’s next-best-alternative

Presented by:

Eric Berggren
Value Creation Director
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IV. Closing Remarks

(Schedule subject to change)