Account-Based Marketing Committee

Open to Client-Side Marketer members and Platinum/Gold members (MSP or Nonprofit) only

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
• Building a strong community of ABM practitioners and experts

Committee Co-Chairs: 

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

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

Resources

ANA Account-Based Marketing Playbook is a step-by-step guide that helps you build strategic processes using "Best Practices" and other tools and templates.

Learn from the experts: In our latest episode of ANA Champions of Growth podcast, host Matthew Schwartz talks 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 how CMOs and marketers sharpen their account-based marketing (ABM) strategies.

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.

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

The 2023 Masters of B2B Marketing Conference covers the latest ideas, insights, and inspiration in marketing – from awareness and leads to conversion and retention, and more. Join hundreds of client-side marketer leaders, practitioners, and experts as we all gather to celebrate, network, and learn how this community is transforming, advancing, and shaping what B2B marketing success looks like today. Network and learn with the best from June 7-9, 2023 in Orlando, Florida and virtually. Register here!