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, Vice President, Head of Marketing, Kin + Carta (Advisor)
  • Aaron Smith, Director of Marketing, KPMG US

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


Enter the 2022 ANA B2 Awards: For nearly half a century, the ANA B2 Top Award Categories have been and are the pinnacle of Business Marketing - attracting the 'best of the best' globally, nationally, and locally. This year, there are over 40 categories that have evolved to reflect the growing role of B2B marketing and the rapid changes in our industry. The B2 Awards are thoughtfully crafted to reflect today’s wide-ranging forms of B2B marketing practices — from traditional tactics used in innovative ways to rapidly changing technologies. The award categories are inclusive and recognize excellence in solutions and campaigns of all sizes, budgets, and scopes. The 2022 ANA B2 Award program is accepting entries starting on November 2, 2021 until March 20, 2022. Visit www.b2awards.com for more info.

Name Title Company
Jennifer Greenwood (Co-chairperson) Global Lead, Marketing Growth Platform Publicis Sapient
Danny Nail (Co-chairperson) Account Based Engagement Microsoft Corporation
Kerry Penny (Co-chairperson) Vice President, Global Head of Marketing Kin and Carta
Andrew Abloeser Channel Marketing Manager Guardian Life Insurance Company of America
Katie Albright International Sales and Marketing Support Manager Watkins Wellness
Jared Bengtson NA Marketing Leader IBM Corporation
Andrea Bledsoe Digital Marketing Communications Leader Corteva
Tara Bossert Director, Marketing, DBG Anthem, Inc.
Amy Burrows Sr. Mgr, Field Marketing Spectrum Reach
Alison Chang Director American Century Investments
Richard Chen APAC Marketing Director Labcorp
Hamish Cheng Coordinator, Business Marketing ANA
Piyali Cole Manager, Market Growth Strategies Penske Transportation Solutions
Rosalie Collado Account Management Director KPMG LLP
Emma Connor Global Event Manager Indeed, Inc.
Gemma Davies Sr. Director, Global ABM Strategy ServiceNow
Angel Davis Head of Brand Strategy EXOS
Melanie De Caprio Director of Marketing SG360, a Segerdahl Company
Payal Diaz   Verizon
Erika Donigan Manager, Client Marketing Publicis.Sapient
laetitia Donovan Sr. Mgr. GLobal Integrated Marketing TE Connectivity
Deborah Elder   Charlotte
Ryan Emge Sr. Account-based Marketing Manager ServiceNow
Wright Ferguson Senior Vice President, Membership ANA
Bob Gear   KPMG LLP
Emma Gessert Regional Marketing Analyst TE Connectivity
Matt Gillings Marketing Manager Publicis.Sapient
Elena Goldstein Field Marketing manger Spectrum Reach
Jill Goulette Director B2B Customer Experience Michelin North America, Inc.
Jon Gregoire VP Growth Tinuiti
Kara Hunter Manager, Paid Social MailChimp
Mary Huss Channel Marketing Rep Securian Financial Group, Inc.
Kimberly Kearns   Charter Communications
Joseph Kelly Global Manager, Digital Content Experience TE Connectivity
Dan Lehner Developer ANA
Alan Macdonald   Diamond Marketing Group
Linda Martin Specialist, Field Marketing SAS Institute Inc.
Ryan McWilliams Marketing Manager HSBC (NYC Bank)
David Morgan Associate Manager, Business Marketing Practice ANA
Sarah Nabors Director, Integrated and Digital Marketing Center for Creative Leadership
Michelle Nielson Marketing Consultant Securian Financial Group, Inc.
Michelle Ober Associate Director, Growth Sullivan
Maria Paredes Head, Marketing Chile and Peru SAS Institute Inc.
Siri Prax Account Director IWCO Direct
Matt Quirk WW Market Strategy & Development Manager Hewlett Packard Enterprise
Andy Rebhun VP Digital Officer El Pollo Loco, Inc.
Julia Rieger   LiveRamp
Emily Sarver   Spectrum Reach
Nicole Schmies   Spectrum Reach
Dusti Shaffer Account Executive, Regional Sales GSTV
Jordan Shear AVP, Healthcare Marketing Synchrony Financial
Vickie Sims Senior Marketing Manager Trane Commercial HVAC
Sherie Small Field Marketing Manager Spectrum Reach
Candace Thornton AVP, Marketing Verisk Analytics, Inc.
Mark Van Heijningen   Autodesk, Inc.
Eric Van Horn Senior Marketing Specialist Children's Health
Kim Ward Ecosystem & Agency Relations Lead Accenture
Vanessa Zalik Senior Marketing Specialist Kearney
Bill Zengel Senior Vice President, Business Marketing ANA
  • Name

    Jennifer Greenwood (Co-chairperson)

    Title

    Global Lead, Marketing Growth Platform

    COMPANY

    Publicis Sapient
  • Name

    Danny Nail (Co-chairperson)

    Title

    Account Based Engagement

    COMPANY

    Microsoft Corporation
  • Name

    Kerry Penny (Co-chairperson)

    Title

    Vice President, Global Head of Marketing

    COMPANY

    Kin and Carta
  • Name

    Andrew Abloeser

    Title

    Channel Marketing Manager

    COMPANY

    Guardian Life Insurance Company of America
  • Name

    Katie Albright

    Title

    International Sales and Marketing Support Manager

    COMPANY

    Watkins Wellness
  • Name

    Jared Bengtson

    Title

    NA Marketing Leader

    COMPANY

    IBM Corporation
  • Name

    Andrea Bledsoe

    Title

    Digital Marketing Communications Leader

    COMPANY

    Corteva
  • Name

    Tara Bossert

    Title

    Director, Marketing, DBG

    COMPANY

    Anthem, Inc.
  • Name

    Amy Burrows

    Title

    Sr. Mgr, Field Marketing

    COMPANY

    Spectrum Reach
  • Name

    Alison Chang

    Title

    Director

    COMPANY

    American Century Investments
  • Name

    Richard Chen

    Title

    APAC Marketing Director

    COMPANY

    Labcorp
  • Name

    Hamish Cheng

    Title

    Coordinator, Business Marketing

    COMPANY

    ANA
  • Name

    Piyali Cole

    Title

    Manager, Market Growth Strategies

    COMPANY

    Penske Transportation Solutions
  • Name

    Rosalie Collado

    Title

    Account Management Director

    COMPANY

    KPMG LLP
  • Name

    Emma Connor

    Title

    Global Event Manager

    COMPANY

    Indeed, Inc.
  • Name

    Gemma Davies

    Title

    Sr. Director, Global ABM Strategy

    COMPANY

    ServiceNow
  • Name

    Angel Davis

    Title

    Head of Brand Strategy

    COMPANY

    EXOS
  • Name

    Melanie De Caprio

    Title

    Director of Marketing

    COMPANY

    SG360, a Segerdahl Company
  • Name

    Payal Diaz

    Title

     

    COMPANY

    Verizon
  • Name

    Erika Donigan

    Title

    Manager, Client Marketing

    COMPANY

    Publicis.Sapient
  • Name

    laetitia Donovan

    Title

    Sr. Mgr. GLobal Integrated Marketing

    COMPANY

    TE Connectivity
  • Name

    Deborah Elder

    Title

     

    COMPANY

    Charlotte
  • Name

    Ryan Emge

    Title

    Sr. Account-based Marketing Manager

    COMPANY

    ServiceNow
  • Name

    Wright Ferguson

    Title

    Senior Vice President, Membership

    COMPANY

    ANA
  • Name

    Bob Gear

    Title

     

    COMPANY

    KPMG LLP
  • Name

    Emma Gessert

    Title

    Regional Marketing Analyst

    COMPANY

    TE Connectivity
  • Name

    Matt Gillings

    Title

    Marketing Manager

    COMPANY

    Publicis.Sapient
  • Name

    Elena Goldstein

    Title

    Field Marketing manger

    COMPANY

    Spectrum Reach
  • Name

    Jill Goulette

    Title

    Director B2B Customer Experience

    COMPANY

    Michelin North America, Inc.
  • Name

    Jon Gregoire

    Title

    VP Growth

    COMPANY

    Tinuiti
  • Name

    Kara Hunter

    Title

    Manager, Paid Social

    COMPANY

    MailChimp
  • Name

    Mary Huss

    Title

    Channel Marketing Rep

    COMPANY

    Securian Financial Group, Inc.
  • Name

    Kimberly Kearns

    Title

     

    COMPANY

    Charter Communications
  • Name

    Joseph Kelly

    Title

    Global Manager, Digital Content Experience

    COMPANY

    TE Connectivity
  • Name

    Dan Lehner

    Title

    Developer

    COMPANY

    ANA
  • Name

    Alan Macdonald

    Title

     

    COMPANY

    Diamond Marketing Group
  • Name

    Linda Martin

    Title

    Specialist, Field Marketing

    COMPANY

    SAS Institute Inc.
  • Name

    Ryan McWilliams

    Title

    Marketing Manager

    COMPANY

    HSBC (NYC Bank)
  • Name

    David Morgan

    Title

    Associate Manager, Business Marketing Practice

    COMPANY

    ANA
  • Name

    Sarah Nabors

    Title

    Director, Integrated and Digital Marketing

    COMPANY

    Center for Creative Leadership
  • Name

    Michelle Nielson

    Title

    Marketing Consultant

    COMPANY

    Securian Financial Group, Inc.
  • Name

    Michelle Ober

    Title

    Associate Director, Growth

    COMPANY

    Sullivan
  • Name

    Maria Paredes

    Title

    Head, Marketing Chile and Peru

    COMPANY

    SAS Institute Inc.
  • Name

    Siri Prax

    Title

    Account Director

    COMPANY

    IWCO Direct
  • Name

    Matt Quirk

    Title

    WW Market Strategy & Development Manager

    COMPANY

    Hewlett Packard Enterprise
  • Name

    Andy Rebhun

    Title

    VP Digital Officer

    COMPANY

    El Pollo Loco, Inc.
  • Name

    Julia Rieger

    Title

     

    COMPANY

    LiveRamp
  • Name

    Emily Sarver

    Title

     

    COMPANY

    Spectrum Reach
  • Name

    Nicole Schmies

    Title

     

    COMPANY

    Spectrum Reach
  • Name

    Dusti Shaffer

    Title

    Account Executive, Regional Sales

    COMPANY

    GSTV
  • Name

    Jordan Shear

    Title

    AVP, Healthcare Marketing

    COMPANY

    Synchrony Financial
  • Name

    Vickie Sims

    Title

    Senior Marketing Manager

    COMPANY

    Trane Commercial HVAC
  • Name

    Sherie Small

    Title

    Field Marketing Manager

    COMPANY

    Spectrum Reach
  • Name

    Candace Thornton

    Title

    AVP, Marketing

    COMPANY

    Verisk Analytics, Inc.
  • Name

    Mark Van Heijningen

    Title

     

    COMPANY

    Autodesk, Inc.
  • Name

    Eric Van Horn

    Title

    Senior Marketing Specialist

    COMPANY

    Children's Health
  • Name

    Kim Ward

    Title

    Ecosystem & Agency Relations Lead

    COMPANY

    Accenture
  • Name

    Vanessa Zalik

    Title

    Senior Marketing Specialist

    COMPANY

    Kearney
  • Name

    Bill Zengel

    Title

    Senior Vice President, Business Marketing

    COMPANY

    ANA