Account-Based Marketing Committee Thought Leadership

During a December 2025 ANA Account-Based Marketing Committee meeting, Transmission and Qualcomm discussed ABM strategies to prepare for the future.

Walt Collier (Americas commercial sector manager at Chevron) and Peter Harrington (senior director demand marketing at Quarry) unpacked how they applied the eight tenets of account-based marketing (ABM) to make Chevron Lubricants’ first ABM campaign a big success.

In this roundtable discussion, topics included: identifying and replicating account-based marketing (ABM) best practices; creating ABM advocates across sales and marketing teams; and building new skills as ABM practitioners to scale expertise.

In the evolving landscape of B2B marketing, account-based marketing (ABM) has long emerged as a go-to strategy for targeting high-value accounts and driving personalized engagements. Anteriad’s Chris Blohm offered results-driven ABM strategies, providing insights that can transform a brand’s marketing endeavors.

Andy Crestodina, co-founder of and CMO at Orbit Media, shared the seven-step process for developing and managing an ABM strategy that his team used to capture higher-value prospects and generate more revenue for the business.

In this video, Andy Crestodina, co-founder of and CMO at Orbit Media, shared the seven-step process for developing and managing an ABM strategy that his team used to capture higher-value prospects and generate more revenue for the business.

KPMG discussed how its ABM program evolved to better align with and support the business to create and capture value.

With account-based experience (ABX) strategies gaining popularity among B2B businesses, Merkle B2B's Sarah Doughty shared some insights into what exactly ABX is, how it works, and some insights and action steps marketers can take to begin implementing such a strategy at their own organizations.

In this video, Merkle B2B's Sarah Doughty shared some insights into what exactly account-based experience (ABX) is, how it works, and some insights and action steps marketers can take to begin implementing such a strategy at their own organizations.

Scaling a "true" ABM program effectively, without compromising on the key fundamentals it encompasses, involves the alignment of many moveable parts: technology and resourcing are fundamental considerations.

In this video, learn why scaling a "true" ABM program effectively, without compromising on the key fundamentals it encompasses, involves the alignment of many moveable parts: technology and resourcing are fundamental considerations.

With synchronous marketing, marketers today are managing more touchpoints, larger audiences, bigger buying committees, and more channels to drive conversations with target accounts.

The consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.

In this video, the consulting firm West Monroe shared its experience adopting ABM, providing an overview of the methodology and an example of a hypothetical customer journey.