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 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, and building a strong community of ABM practitioners and experts.

• Co-Chair: Danny Nail, Director, Global ABM COE Leader, Salesforce
• Co-Chair: Aaron Smith, Director of Marketing, KPMG U.S.

Contact the ANA staff managing the Account-Based Marketing Committee:

• Sonia David, Vice President

Discussion Topics:

The Account-Based Marketing Committee is open to all client-side marketer members as well as Platinum and Gold-level solutions provider members.

Request to Join

Resources

• ABM Strategy Playbook (November 2022)
  This step-by-step guide helps you build strategic processes using best practices and other tools and templates.
• How Marketers Sharpen Their Account-Based Marketing Efforts (May 2022)
  In this episode of the Champions of Growth podcast, host Matthew Schwartz speaks with Danny Nail, director of global ABM and Center of Excellence Leader at Salesforce, and Gemma Davies, head of global ABM and executive engagement at ServiceNow, about the growing appetite for ABM among B2B firms and how CMOs can establish a framework so ABM becomes integral to the sales-and-marketing organization.
• Leverage the ANA's ABM Insights
  The ANA's Marketing Knowledge Center offers the latest account-based marketing case studies and articles, from how to get started on ABM to ways to scale true ABM, and everything in between.
  
  

Enter the 2024 ANA B2 Awards:
For nearly half a century, the ANA B2 Awards have been and are the pinnacle of Business Marketing - attracting the 'best of the best' globally, nationally, and locally. This year, there are 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 2024 ANA B2 Award program is accepting entries until March 1, 2024. Visit www.b2awards.com for more info.