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Collaborative ABM: Partnering with Key Accounts for Innovation and Growth

Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we think should be interested in our solutions.

A truly customer-centric approach, especially with key accounts, begins with a deep dive into each customer’s business issues and then partners with them to design new solutions and shared success.

This session will explore why and how a collaborative ABM approach can drive innovation, growth, loyalty, and advocacy with key accounts. The session includes a deep dive into Juniper Network’s award-winning ABM program, as well as examples from other companies including Accenture, Fujitsu, and KPMG.

Key takeaways include:

- The importance of collaborative innovation with key accounts
- The value of transparency: ABM “with” not “for” key accounts
- The research and development foundation required for collaborative ABM
- Metrics beyond revenue: Measuring success with collaborative ABM

About Rob: Rob Leavitt is Senior Vice President at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. At ITSMA, Rob provides strategic guidance to leading technology and B2B services firms on thought leadership, content marketing, and ABM.

About Jack: Jack Barrett is Senior Director, Strategic Marketing at Juniper Networks, and leads executive engagement, ABM, demand generation, and channel development across the Americas.
Recorded Jun 15 2017 49 mins
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Presented by
Rob Leavitt, Senior Vice President at ITSMA; Jack Barrett, Senior Director, Strategic Marketing at Juniper Networks
Presentation preview: Collaborative ABM: Partnering with Key Accounts for Innovation and Growth

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  • Channel
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  • Connecting with Executives: What Really Works? Recorded: Feb 6 2019 59 mins
    Rob Leavitt, SVP, ITSMA & Julie Schwartz, SVP, ITSMA
    Content marketers have made great strides in recent years, but connecting effectively with senior executives remains one of the toughest challenges. C-suite and other top executives at our customers and prospects are absolutely interested in new ideas, new ways of doing business, and innovative solutions… so long as they are truly relevant, credible, and timely. Executive standards are really high and breaking through the competitive noise is no simple task.

    Join ITSMA’s Rob Leavitt and Julie Schwartz to review new research on executive preferences for content and engagement, and five guidelines to orient content marketing to what really works to connect with the executives that matter most.
  • Reaching the C-Suite: Engaging Executives with Ideas and Innovation Recorded: Aug 8 2018 59 mins
    Rob Leavitt, Senior Vice President, ITSMA
    B2B marketers have long invested in thought leadership content to demonstrate expertise, fuel issue-based campaigns, and equip sales for higher level conversations.

    All too often, however, we still struggle to reach the C-suite. Senior executives are more important than ever for B2B marketers, but they are notoriously the toughest audience to engage. Their time is short, their BS meters are on high alert, and they ignore all but the most compelling content.

    The good news, however, is that senior executives are anxious for new ideas, and they’re happy to engage when approached in the right way. Join ITSMA’s Rob Leavitt to explore highlights of five specific ways in which leading companies stand apart from the rest in developing and using thought leadership content to engage at the executive level and drive reputation, relationships, and revenue.
  • ABM and the Three R’s: Measuring What Matters Most Recorded: Jun 7 2018 62 mins
    Rob Leavitt, Senior Vice President, ITSMA
    The rise of ABM has inspired an important rethink of how best to measure marketing impact. Rather than focus on activities, outputs, and marketing-qualified leads, ABM-ers are shifting to account-based revenue metrics, such as pipeline contribution, funnel velocity, win rates, and deal size. But not all revenue is created equal.

    Driving growth with new types of solutions, marquee accounts, and top priority markets can be especially significant to achieve strategic corporate objectives. To move ABM from revenue contributor to strategic growth driver, ABM-ers need to focus on all three R’s of strategic marketing: Reputation, Relationships, and Revenue.

    Join ITSMA SVP Rob Leavitt to explore how the most effective ABM programs are bringing the 3 R’s down to the account level and using them to drive long-term corporate innovation, growth, and success.
  • Aligning Sales and Marketing to Increase ABM Impact Recorded: Jun 5 2018 48 mins
    Bev Burgess, Senior Vice President and ABM Practice Leader, ITSMA
    ABM is not something marketing can do alone. One of the four basic principles is partnering with sales. So, whether you’re taking a one-to-one, one-to-few, or one-to-many approach to the accounts that matter most—or even a blended strategy—alignment with sales will be the difference between mediocre and outstanding results.

    Join Bev Burgess, ITSMA’s ABM practice leader to explore the alignment you need for different types of ABM and the best ways to achieve sales buy-in and ongoing engagement with your program. Bev will draw on real examples from ITSMA's marketing excellence award winners as well as the latest research on best practices.
  • Collaborative ABM: Partnering with Key Accounts for Innovation and Growth Recorded: Jun 15 2017 49 mins
    Rob Leavitt, Senior Vice President at ITSMA; Jack Barrett, Senior Director, Strategic Marketing at Juniper Networks
    Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we think should be interested in our solutions.

    A truly customer-centric approach, especially with key accounts, begins with a deep dive into each customer’s business issues and then partners with them to design new solutions and shared success.

    This session will explore why and how a collaborative ABM approach can drive innovation, growth, loyalty, and advocacy with key accounts. The session includes a deep dive into Juniper Network’s award-winning ABM program, as well as examples from other companies including Accenture, Fujitsu, and KPMG.

    Key takeaways include:

    - The importance of collaborative innovation with key accounts
    - The value of transparency: ABM “with” not “for” key accounts
    - The research and development foundation required for collaborative ABM
    - Metrics beyond revenue: Measuring success with collaborative ABM

    About Rob: Rob Leavitt is Senior Vice President at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. At ITSMA, Rob provides strategic guidance to leading technology and B2B services firms on thought leadership, content marketing, and ABM.

    About Jack: Jack Barrett is Senior Director, Strategic Marketing at Juniper Networks, and leads executive engagement, ABM, demand generation, and channel development across the Americas.
  • ABM for Critical Clusters: Driving Growth with a One-to-Few Approach Recorded: Jun 13 2017 45 mins
    Louise Jefferson, Senior Associate at ITSMA
    The rise of account-based marketing (ABM) has brought to the fore two distinctly different approaches: One-to-one for strategic accounts and one-to-many for broader market segments.

    With a true one-to-one, Strategic ABM approach, marketers work hand-in-hand with key account teams to create highly customized programs for individual clients. This can generate dramatic returns but scaling beyond a small number of accounts is hard to afford.

    With a one-to-many, Programmatic ABM approach, marketers identify dozens, hundreds, or even a few thousand named accounts and organize segment-oriented campaigns to drive desirable opportunities through the pipeline. ABM works at scale from the beginning; the key challenge is going deeper with your most important accounts.

    Between these two extremes, a one-to-few, cluster-based approach can split the difference by focusing customized programs on small groups of accounts with similar business issues and initiatives. Marketers craft highly targeted value propositions based on deep insight, a new point of view, and tight collaboration with sales. Examples might include groups of 5-10 large grocery chains, automotive suppliers, or life science firms, each group having similar business challenges.

    This session will explore the why, what, and how of a one-to-few, ABM Lite approach with data and examples from ITSMA research and experience in the field. Key takeaways include:

    - Critical elements of the three types of ABM and how best to apply them
    - Readiness criteria for a one-to-few, ABM Lite approach
    - ABM Lite examples and tactics
    - ABM Lite metrics and impact

    About Louise: Louise Jefferson is a Senior Associate at ITSMA, a leadership community for B2B marketers and the pioneers of ABM in the early 2000s. As part of ITSMA’s global ABM practice team, Louise provides training, mentoring, and consulting services to help large technology and business services firms build ABM competency and accelerate growth with key accounts.
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  • Title: Collaborative ABM: Partnering with Key Accounts for Innovation and Growth
  • Live at: Jun 15 2017 3:00 pm
  • Presented by: Rob Leavitt, Senior Vice President at ITSMA; Jack Barrett, Senior Director, Strategic Marketing at Juniper Networks
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