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
name title company
Jennifer Greenwood (Co-chairperson) Global Lead, Marketing Growth Platform Publicis Sapient
Danny Nail (Co-chairperson) Global Head of ABM SAP Global
Kerry Penny (Co-chairperson) Global Head, Digital Marketing Kearney
Aaron Smith (Co-chairperson) Director of Marketing Spencer Stuart
  • Name

    Jennifer Greenwood (Co-chairperson)


    Global Lead, Marketing Growth Platform


    Publicis Sapient
  • Name

    Danny Nail (Co-chairperson)


    Global Head of ABM


    SAP Global
  • Name

    Kerry Penny (Co-chairperson)


    Global Head, Digital Marketing


  • Name

    Aaron Smith (Co-chairperson)


    Director of Marketing


    Spencer Stuart