Account-Based Marketing Committee Meeting

I.  WELCOME REMARKS (11:00 – 11:10 am ET)

II. HOW DO YOU SCALE 'TRUE' ABM  (11:10 am – 11:30 am ET)

Account-Based Marketing has gained prominence among B2B CMOs in recent years thanks to its impressive track record in driving needle-shifting impact with their organizations' most important customer accounts. Indeed, these results have been such that interest in ABM within B2B organizations has been piqued and increasingly, marketing teams are being asked to ramp the activity up to 50-100, or even 500 accounts, rather than 5-10.

But can you bring 'true' ABM to this volume of accounts without it becoming just 'good' modern targeted marketing?

Scaling a ‘true’ ABM program effectively, without compromising on the key fundamentals it encompasses, involves the alignment of many moveable parts: technology and resourcing are fundamental considerations, but then there’s also the decision about which accounts to include and why; establishing clear objectives for the program, and ensuring Sales stakeholders and target customers alike enjoy an experience which is genuinely elevated compared to their day-to-day engagements with Marketing output.

'Responsive ABM' is one possible solution to this challenge and, in this session, Greg Salmon (Partner, Agent3 - a global ABM consultancy) will be joined by Kathryn McGinney (Director, Strategic Programs - Account-Based Marketing, Splunk) to provide their perspectives on how best to structure your programs to scale ABM effectively, as well as share their experience of how this approach worked so well for Splunk, the program ended up winning 3 major industry awards, including the ANA's B2 award for ABM!


Greg Salmon
Partner
Agent3



Kathryn McGinney
Director, Strategic Programs - Account-Based Marketing
Splunk

III. Q&A (11:30 am – 11:40 am ET)

IV. ROUNDTABLE DISCUSSION (11:40 am – 12:20 pm ET)

This part of the meeting will allow attendees to meet on camera for a more intimate and robust discussion of the meeting, keynote presentation, related subject concepts, and/or pain points.

We hope that you stay for this part of the meeting as it is a great way to network, learn, and of course drive growth: for your career, company, our collective industry, and the field of Account-based Marketing.

VIII. Closing Remarks (12:20 pm – 12:30 pm ET)

Schedule/Speakers Subject To Change.