Account-Based Marketing Committee

What is Account-Based Marketing (ABM)? ABM is a strategic approach that combines targeted, insight-led marketing with sales to increase mindshare, strengthen relationships, and drive growth in specific new and existing accounts. (Source: ITSMA)

Whether the objective is to accelerate lead pipeline, drive high-value opportunities, increase penetration, or anything in between, ABM is a strategy that can be elusive and complex. Yet ABM is being adapted by more and more B2B marketers because it drives tangible ROI.

The purpose of the Account-Based Marketing Committee, set to launch in January 2021, is to help members demystify ABM by harnessing its power and potential to drive revenue growth for businesses. This includes:

• Identifying business environment challenges and trends that can affect the ABM landscape
• Helping marketers maximize ABM results through insights exchange, regardless of their phase of ABM maturity
• Building a strong community of ABM practitioners and experts

Committee Co-Chairs: 

• Jennie Greenwood, Global Lead, Client Marketing Platform, Publicis Sapient
• Danny Nail, Account Based Engagement, Microsoft
• Kerry Penny, Director, Global Head of Digital Marketing, Kearney
• Aaron Smith, Director of Marketing, Spencer Stuart (Advisor)

The ANA staff member managing the Account-Based Marketing Committee is Sonia David.

Discussion Topics

All discussions will center around people, process, technology, and strategy to unlock best results. Sample topics:

• Building your ABM program
• Measuring and communicating success
• Identifying tools and partnerships
• Scaling ABM