Defending Your Spend: Building a Credible Spend Model

“Know me. Know my business.”

While this is important in a pre-sales capacity, it’s table stakes for delivering a customer experience that surprises and delights. In this session, we’ll talk about how to define your customer’s lifecycle, and how to apply the fundamentals of ABM (account selection, insights, segmentation and messaging, play development, and measurement) in a post-sale capacity for the purpose of retaining customers, nurturing loyalty, and motivating advocates.

About Ashley: Ashley is a Senior Associate at Inverta, and has spent more than ten years designing and implementing world-class demand creation and lead management strategies that leverage the latest in marketing technology. She’s held client-side and analyst roles in marketing systems and marketing operations, and consulting roles that leverage her unique expertise in lead nurturing, account-based plays, content, messaging, and social media strategy for more than 40 clients.

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.

As marketers are being asked to increase their contribution to bookings and revenue, account-based marketing is being used as a strategy to improve conversions and reduce the sales cycle.

That said, ABM is only as good as the quality of the underlying data in your database and performance varies substantially depending your approach to execution.

Tune in to this session and learn how you can:
- Increase the number of target accounts
- Increase the number of contacts inside of target accounts
- Increase appointments with target accounts
- Improve sales and marketing alignment
- Grow revenue inside target accounts

Over the past 17 years, Val has built and sold an Internet business and helped business, sales and marketing executives at Fortune 500, mid market and start-up companies to create value, move markets and accelerate growth. He combines this knowledge with deep insights from millions of data points that are generated as nearly 6M professionals connect with experts and companies on BrightTALK to learn and grow.

Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts.

In this webinar, our “ABM Superheroes” Daniel Gaugler, CMO of PFL, and Sangram Vajre, CMO of Terminus, will discuss how they use marketing technology to do ABM at scale.

They'll provide a brief overview of the steps in the #FlipMyFunnel model for doing ABM, then discuss how to orchestrate comprehensive, omnichannel ABM campaigns that deliver powerful results.

Session attendees listening live and tweeting with #ABM will have a chance to win a copy of Account-Based Marketing For Dummies.

Market segmentation combined with tailored messaging and a scalable outbound process can lead to significant growth. Are you a B2B business trying to fill your pipeline with qualified leads? Are you scaling your sales and marketing operations? In this webinar, you will learn practical strategies to:

1. Segment your target market
2. Find qualified leads in each segment
3. Tailor messaging for each segment
4. Set up a scalable outbound process

Ben Raffi, CEO of Growlabs.com, will share his insights and experience. At Universe, he led business development efforts globally, acquiring 28,000 clients in less than 3 years with a team of 10.

In this webinar we are going to cover 7 easy and fast ways to Kick Your B2B campaigns up a notch by building relevancy into every email campaign. Users are now expecting each email to be handcrafted to their wants and needs. And you need to convince them to read and click, by giving them a reason. In addition, content can now be generated on time of open, keeping it the most relevant it can be.

Over the course of this session, we will show you ways to help target your audience by GeoLocation or device, automate content so you get more but work less, collect data and build a better list, highlight events with countdown timers and add to calendar action buttons, adding exciting video and including social feeds - providing you with a new toolbox of ideas to make all of your email campaigns relevant without costing you more time.

Read more about this topic on the BrightTALK blog: https://business.brighttalk.com/blog/live-email-personalization-secret-weapon-abm-strategy/

We know that ABM is an imperative for today's revenue teams, but how do you actually structure your team for success? When it comes to ABM, you need to have 100% alignment between sales and marketing, which requires the right people, in the right roles, running the right plays.

Join Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel and author of Lead Generation for Dummies as she discusses how to build your marketing, SDR team, and sales team to focus on ABM. In her session learn:
- How to structure a full-funnel revenue team for targeted ABM plays
- How to cultivate and hire a SDR and hybrid-SDR team for high-touch, multi-channel ABM outreach
- How to run integrated ABM campaigns that include marketing, SDRs, and closing AEs
- How to add account-based engagement as a component of SDR quota

Sales and marketing have long been siloed, and alignment between the two departments is vital to gaining traction and support for an account-based approach.

When sales and marketing align toward common account goals, sales has better account insights, contacts and positioning at their accounts and marketing has more substantial ROI for their efforts.

So whether your ABM program is still in a pilot phase or fully integrated into your company, you'll be able to leverage the 7 approaches NI's award-winning ABM program uses to partner with their sales account managers.

Key takeways:
- Learn where and how ABM alignment starts and the most powerful tool for continued alignment
- Leverage 5 best practices for building alignment when establishing new sales account manager relationships
- Review 3 approaches you should consider for every account marketing objective you work on

Digital automation tools for marketing are here to stay. They’re getting smarter, and they’re changing the way we think about everything we do as marketers, from how we qualify leads to what content we produce to how we align our sales and marketing teams.

Aligning marketing and sales has always been a challenging – yet critically important – exercise. You have to define a common language, synchronize strategies, and execute in such a way that each team empowers the other’s success, despite differences in timelines, drivers and goals.

As the marketing world shifts to embrace digital platforms, particularly around the concept of account-based marketing (ABM), we’re re-evaluating how we can best achieve alignment, and we’re exploring what these new tools offer to expedite and streamline that process.

In this webinar, we’ll cover:

- The foundations of sales and marketing alignment: what it looks like and why it’s critical to overall company success
- How sales and marketing alignment looks different in our emerging ABM world
- Which digital ABM tools assist in delivering a foundation for alignment

After watching, you’ll have a framework that will help ensure both groups are synergizing their efforts, and you’ll gain an understanding of how account-based marketing tools can be used to optimize that synergy and deliver a bigger pipeline of opportunities.

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.

Numerous studies tell us that when sales and marketing are aligned, revenue generation is accelerated. And increasingly, Account Based Marketing is being utilised as the means to achieve alignment around driving stronger key and named account revenue. But the route to success is littered with pitfalls and challenges, given it requires new thinking, new technologies and new ways of working.

Join Peter Lundie, Managing Partner at Agent3 and Greg Salmon, Partner at Agent 3 along with Emma Gould, Marketing Manager at BT Business and Public Sector and Rob Holmes: Business Development Director at BT to learn how Agent3 and BT Business are executing an innovative Account Based Marketing campaign, based on insight, that is driving sales and marketing alignment and resulting in increased revenue opportunities.

By joining the webinar you will better understand campaign strategy, how to deploy technology successfully, the timelines for success, the roles played by different members of the virtual team and how to measure progress.

Read more about this topic on the BrightTALK blog: https://business.brighttalk.com/blog/abm-route-to-sales-marketing-alignment-nirvana/

In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it's because marketing is the colouring-in department and sales are know-it-alls who don’t listen. This session will look at how to align the two when adopting an Account Based Marketing strategy.

Hosted by Luella Ben Aziza, Strategy Director at MomentumABM

Drawing on client examples and insights Luella will explore how ABM delivers the best returns – giving marketing a seat at the top table through closer alignment with sales and commercial goals. In this session Luella will discuss -
• The different models of ABM and how to choose the best fit for your organisation
• How to implement and grow a strategic ABM programme, balancing 1:1 focus for high-value opportunities whilst clustering and reaching a broader set of accounts.
• Understand where automation fits in to ABM – including automated insight platforms and programmatic tactics – and how to blend tech tools with ABM expertise.

We have a problem. We’ve created a machine which is narrowing our view of the world. For many people, social media is now their primary news source – algorithmically serving us with the opinions and values we want to see. This is driving divides in society and pushing opinions to their extremes; from the posturing of Trump, to Brexit.

Most people are passive consumers of content, how then do we open their view of the world? How can we adjust feed algorithms for maximum impact? Should we trust private companies with the shaping of society? Is there ever a "good" way to manipulate sentiment?

In this talk Claire Woodcock will:

- Articulate why fixing echo chambers is a critical issue
- Define a way to evaluate solutions for their ability to burst the filter bubble
- Outline six potential solutions
- Describe the most effective strategy for breaking out of echo chambers

There is a misconception that infusing automation into the customer experience will make it less human, and thus less relatable, to consumers. On the contrary, companies are pioneering AI technologies to enable them to gain a deeper understanding of the people they serve, resulting in experiences that are more relevant, personal, emotional, and ultimately rewarding--for customer and company alike.

Join Assaf Baciu, head of product and co-founder of Persado, who will demonstrate how Fortune 1000 brands are leveraging machine learning to create emotional relationships with their audiences.

We will teach you how to use NLP engine and Recommender System to boost page views and reduce bounce rate. We are also going to show you how artificial intelligence can make content producers more efficient and we'll discuss what is the future you should prepare for.

How do you achieve hyper growth in the mobile space and compete with large incumbents as a new start up with limited resources?

Join this session where Edward Cooper, Head of Mobile at cutting edge mobile-first FinTech company Revolut, will take questions from the audience and discuss the following:

- What techniques can you use, given limited budget and resources, to compete with large established players.
- Is traditional marketing effective? If not, what has changed?
- What other steps can you take to get your app / idea to spread.
- Paid mobile analytics companies, useful, or fools gold?
- PR companies, yes or no?