B2B Committee and After Hours Reception: Account-Based Marketing and Sales@WeWork

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Account-based marketing is more than managing account lists. When coordinated and managed effectively, ABM can be a B2B marketer’s best tool. So how do you ensure your ABM strategy is on the right track? Join this intimate working group session and after-hours reception to hear from and meet featuring industry thought-leaders – exclusively for ANA members and select invitation only guests.


Check-In and Networking


Welcome Remarks


2019 ABM Trends Report


Simpler and more seamless is driving tremendous growth in DTC. Whether you look at Amazon’s customer-centric, one-click-to-order, one-day-to-deliver approach, or pure DTC brands like Harry’s Razors. Marketing to a business? Not so much.  

B2B, especially the enterprise-buying process keeps getting more and more complex. It was never simple, but now we’re seeing a greater need for consensus and justification at every stage—even as businesses push to make enterprise-level purchases more quickly.

To achieve this, enterprise sale & marketing teams have to radically overhaul their strategy. To learn how we’ll share a first look at the new 2019 Trends Report. It pulls together key things learned and outlines proven methods that can have an immediate impact to your business. 

David Caffey
Managing Partner 
Momentum ABM

 

What to Expect When You're Expecting: Nurturing Your ABM Baby

This isn’t a ‘how to guide’, this is a collection of learnings and things we wish we (and our clients) had known when we first started ABM way back when. We hope that by sharing these with you, you can avoid some of recurring issues that stall ABM programs and ultimately demonstrate how valuable the first 12 months of an ABM program can be.


Amy Alexander
Client Director
The Marketing Practice


Chris Burke
Senior ABM Consultant
The Marketing Practice

 

 

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.

 

In Pursuit of Purchasing Power: How ABM Paid Off for FastPay

 

No audience within B2B is more challenging to raise awareness with, and engage successfully, than the C-suite. The most challenging of B2B marketing’s Mount Everest: “The CFO.” Charged with minimizing risk and maximizing the bottom line, CFOs are hard to reach and not easily swayed by marketing efforts. 

So how did Fast Pay, a financial platform for media businesses, successfully grab the attention of CFOs from top companies and garner a double-digit response rate for their unique Customer Acquisition strategy? In this award-winning ANA B2 case study, Rick Weir, Vice President of Marketing reveals the keys to establishing an automated cross-channel marketing dashboard to show attribution from all marketing programs, campaigns, content, events, and paid media channels.

Rick Weir
Vice President of Marketing
FastPay

 

B2B After Hours Networking Reception

Join us for a B2B After Hours networking reception with beer, wine, hors d'oeuvres and great conversation. Open to ANA members and invited guests.