Feb 25, 2020
12 PM - 1:00 PM
This is a Webinar event that will be held via Zoom. A Zoom link to the webinar will be sent to all registrants 2-3 days before the webinar event.
By attending this webinar, you will learn:
The rise of account-based marketing (ABM) has brought to the fore three distinctly different approaches: One-to-one for strategic accounts, one-to-few for a defined cluster of 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 the three approaches with data and examples from ITSMA research and experience in the field.
This AMA Triangle Webinar has been RESCHEDULED for February 25, 2020. We look forward to seeing you then!
Lisa D. Dennis: Senior Associate, ITSMA & President, Knowledgence Associates
As an ITSMA Senior Associate, Lisa brings over twenty-five years of marketing and sales experience to client engagements. Her training and consulting serves clients in technology, insurance, manufacturing, healthcare, and professional services industries and focuses on account-based marketing, marketing strategy, value proposition development, positioning, relationship marketing, stakeholder mapping, campaign planning, and more. Lisa is a senior member of ITSMA’s North American ABM practice and leads ITSMA’s ABM Certification Workshops in the U.S., including providing mentoring to participants.
Prior to founding Knowledgence Associates in 1997, she held publishing, product management and marketing/sales roles at Bolt Beranek and Newman, Thomson & Thomson (a member company of The Thomson Corporation), The Center for Business Intelligence, and World Congress.
AMA Triangle Members: Complimentary
Non-Member Guests: $20
AMA Triangle / Collegiate Student Members: Complimentary
Student Guests: $15
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