The Changing role of Your Brand in Demand Gen

“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 hope might be interested in our current portfolio.

A truly customer-centric approach, especially with our most important accounts, begins with a deep dive into each customer’s business issues and then partnering to design new solutions and long-term shared success.

With examples from companies including Accenture, Fujitsu, Juniper, and KPMG, this session will explore the why, what, and how of a collaborative ABM approach that drives innovation, growth, loyalty, and advocacy with key accounts.

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.

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.

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.

A crucial part of a successful ABM strategy is getting the right goals in place - and having these KPIs and reporting metrics properly aligned across sales and marketing.

Two years after launching their initial programs, Invoca has recently rolled out version 2.0 of their ABM strategy, incorporating new reporting structures, updated strategic frameworks, and key lessons learned along the way.

Julia Stead, Sr. Director of Demand Generation will share Invoca’s story firsthand, including clear, actionable examples and recommendations on:
- KPIs for ABM success
- Creating ownership, accountability and alignment across marketing and sales
- Early lessons learned and what to avoid when getting started

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.

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.