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.