Understanding Account Based Marketing: Are you Doing Everything you Can to Drive

Traditionally, B2B marketers have attempted to go wide with their campaigns in an effort to reach the largest number of people with a broadly appealing message. But for the past few years, leading companies have started to embrace Account Based Marketing, which identifies key accounts in the company portfolio and then targets them directly with content and messaging designed to appeal just to them. The goal is typically to land or maintain high-value accounts that, together, can deliver 80% or more of annual revenues—and thereof deserve 80% or more of your marketing resources. This session will outline the benefits of ABM and offer a few cautions to beware of along the way—ensuring success as you embark on this new and effective journey. Presented by Melanie Turek, VP Connected Work, Frost & Sullivan As a Fellow and VP of Research for Connected Work at Frost & Sullivan, Melanie covers a broad range of markets, leveraging long-standing relationships with leading industry participants’ senior executives and customer organizations. Melanie has more than 25 years' experience covering video and web conferencing, social networking, unified communications, voice, IP communications, instant messaging and presence, and the end-to-end customer experience, as well as a wide range of business software and services. Melanie brings deep technical expertise and in-depth understanding of the ways in which technology can positively impact business processes and performance. She studied social anthropology at Harvard, and she views technology transformation through that lens.