Rethinking Field Marketing & ABM: Learning from KPMG, Pure Storage, & Red Hat

The rapid rise of ABM in recent years has transformed not only field marketing but companies’ go-to-market strategies overall. Now, amid the radical disruption of the pandemic and its economic aftershocks, ABM and field marketing programs are on the front lines of change as teams rethink programs, resources, and campaigns on a daily basis. ABM and field marketing programs are closest to the customer and hold tremendous promise for strengthening critical relationships, forging new types of collaboration with sales, and providing deep customer insight back to the rest of the business. But what’s the appropriate focus and balance right now? How should we rethink plans for the rest of 2020 and beyond? What might ABM and field marketing look like when we get to the next normal? Join veteran ABM-ers and field marketers from KPMG, Pure Storage, and Red Hat for a fast-paced discussion of adjusting programs on the fly, what’s working today, and what are the most important questions to consider in rethinking programs for the months and years to come. Bev Burgess, SVP & ABM Practice Lead, ITSMA Kristi Remick, Senior Director, Key Account Marketing, KPMG Regina Soller-Gould, Senior Director, Americas Marketing, Pure Storage Eileen Egan Cammarata, Sr. Director, Global ABM, Vertical & Strategic Partner Marketing, Red Hat