The ABCs of ABM: Kickoff Session

December 7, 2021 | Hong Kong

You already know that Account-Based Marketing (ABM) is delivering results. But are you and your team expanding your capabilities fast enough to take full advantage of the different approaches to ABM? Succeeding with ABM requires a complex blend of leadership, business acumen, and a range of specific marketing skills. ITSMA pioneered ABM in the early 2000s, and has worked since then with leading B2B technology, telecom, and services firms to design and execute ABM strategies and programs. Our approach, methodology, and practical experience are the best in the business, and we’ve trained hundreds of marketers from award-winning ABM programs for more than a decade.

Spotlight

In the beginning, our marketing team was dedicated to generating growing numbers of leads for sales teams. The volume and cost per lead indicated satisfactory and controlled levels for many years, but quality was difficult to maintain over the long term, given our steady growth. The sales teams began to complain: marketing was not providing enough leads and increasingly the contacts were coming from companies that were poorly targeted and/or had little interest in our solutions. No one was satisfied. When we decided to adopt Account Based Marketing (ABM), we saw rapid and significant growth on our marketing ROI. Rather than a large and indiscriminate diffusion of our marketing offers to an infinite and random universe of prospects, we began to establish, enrich, maintain and develop a close relationship with an identified list of accounts that, for each of our operating sectors, we considered to be strategic.


OTHER PAST CONFERENCES

B2B World Fest

November 9-10, 2021 | USA

Some say that after the last two years, we need a re-set. A re-start. A re-charge. But not B2B’ers. Tested by the pandemic, B2B marketers are at the top of their game. They’re looking forward, not back. At strategy. Creativity. Culture. Digitization. Most of all, growth. So, we won’t be re-thinking or renewing at B2B World Fest. We’ll be thinking anew. Because that’s what B2B’ers do.

10th Annual CXS Summit

November 9-10, 2021 | USA

The 10th Annual CXS Summit features customer experience experts from North America’s most trusted brands. Over the course of two days, they will share their knowledge on creating exceptional CX programs and how to: Build lasting brand loyalty with transformative customer engagement initiatives. Strike the perfect balance between high-touch and digital touchpoints. Reduce consumer anxiety as customers transition back to in-person experiences.

CXN Live: Predictive CX

January 25-26, 2022 | USA

Artificial intelligence and predictive CX have the potential to transform CX initiatives by both identifying and shaping customer intent. This in turn has significant potential for businesses looking to increase engagement, retention and long term customer value. With that in mind, the inaugural CXN Live: Predictive CX will focus on: Integrating data from both structured and unstructured sources to provide a better understanding of your customers Applying AI to the customer journey to better understand both direct and indirect interactions Leveraging predictive CX to take targeted actions in real time, addressing common causes of churn, frustration and opportunities to delight

The Global ABM Conference 2021

November 2-4, 2021 | UK

If you really want to master your account-based marketing this is the only place to be. Hear from your marketing peers and expert speakers who’ve already been there and done it. Learn from their successes and failures and discover how they overcame the hurdles every marketer faces in ABM. As we dive deep into ABM, you’ll see inspiring, real-world case studies and campaigns showing successful ABM in action!

Spotlight

In the beginning, our marketing team was dedicated to generating growing numbers of leads for sales teams. The volume and cost per lead indicated satisfactory and controlled levels for many years, but quality was difficult to maintain over the long term, given our steady growth. The sales teams began to complain: marketing was not providing enough leads and increasingly the contacts were coming from companies that were poorly targeted and/or had little interest in our solutions. No one was satisfied. When we decided to adopt Account Based Marketing (ABM), we saw rapid and significant growth on our marketing ROI. Rather than a large and indiscriminate diffusion of our marketing offers to an infinite and random universe of prospects, we began to establish, enrich, maintain and develop a close relationship with an identified list of accounts that, for each of our operating sectors, we considered to be strategic.

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