ANA’s ABM One-Day Conference: Driving Growth with Strategy, Technology, and Collaboration (In-Person Only)

This event is over.

Account-based marketing, or ABM, is the top B-to-B marketing priority for the third year in a row according to the latest report¹ from Momentum ITSMA and ABM Leadership Alliance. Organizations of every size and sector are experiencing the power that this approach has to drive impact for their bottom lines while adding value to their customers’ journeys and enhancing their relationships with clients. As excitement around ABM continues to grow, so do the opportunities for new strategies, technologies, and other ways for marketers to play a role in the success of their companies and relationships with customers.

Join the ANA’s ABM Committee/Community for this in-person event hosted in one of Chicago’s most iconic skyscrapers. Led by marketing leaders, academics, and other experts, we’ll explore new ABM approaches, some of the challenges markers encounter, and practical advice you can use in your organization, including how to:

Align your strategy and quantify ROI
Leverage tech and AI for actionable insights
Make focused and prioritized investments for the greatest impact
Increase collaboration across all marketing groups
Integrate with sales for successful outcomes that enhance the customer journey

Can't make it to Chicago? No worries! We're excited to announce a virtual ABM Committee meeting shortly after the conference. Designed to extend the conversation, this follow-up session will highlight key takeaways from the One-Day Conference and offer a platform for further discussion. This virtual event isn't a substitute for the One-Day Conference but a chance to deepen your engagement. Even if you attend the Chicago event, we encourage you to join the virtual meeting to contribute to the ongoing dialogue and expand your learning. Link to Virtual Committee Meeting: https://www.ana.net/committee/meeting/id/B2B-OCT24ABM

Mark your calendars and get ready for an ABM experience that doesn't stop at the conference doors!

¹ “Rethinking ABM: Outperforming the Market in the World of AI.” Momentum ITSMA and ABM Leadership

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, September 24, 2024
9:00am - 9:30am	BREAKFAST AND NETWORKING
9:30am - 9:40am	WELCOME AND OPENING REMARKS David Morgan Senior Manager, Business Marketing Practice ANA Danny Nail Director, ABM, Digital Marketing & Strategic Customer Programs Salesforce ABM Co-Chair Aaron Smith Director of Marketing KPMG U.S. ABM Co-Chair
9:40am - 10:20am	A POWERFUL NEW WAY FORWARD: THE GOLD STANDARD IN ABM EXCELLENCE How do you achieve 100% retention of key accounts, and double-digit revenue growth, in a fiercely competitive landscape? Gold B2 ABM award winners will show you how. Join Minaz Tejani, Executive Client Director at Twogether, as he takes you through the award-winning case study. This session offers invaluable lessons on transforming data into meaningful actions, creating moments of delight that resonate with the C-Suite, and put creative and storytelling at the heart. You'll learn how data-driven insights led to unparalleled success, securing multi-million-dollar accounts and driving impressive engagement metrics: Achieving Excellence: Insights into the strategies behind the gold-standard ABM campaign. Transformative Engagement: How personalized, innovative engagement secures key accounts. Creating Impact: Turning complex data into impactful creative for high-level decision-makers. Inspiring Growth: Learn how to replicate LSEG's remarkable results in your own global ABM campaigns. Minaz Tejani Executive Client Director twogether View Event Recap
10:20am - 11:00am	TECH MOBILIZATION Companies that are considered ABM leaders are more likely than others to invest in tools and leverage data to shape their programs. But, Jonathan Copulsky, CMO, award-winning author, and professor at Northwestern University shares that technology alone can never be the answer to better marketing outcomes. Learn why data-to-insights-to-action loops must be in place for technologies to enable ABM programs that deliver on the promise of being customer-centric while uncovering opportunities for revenue generation. Jonathan will share perspectives and considerations for ensuring that technology doesn’t become a disaggregated set of expensive tools for your organization but rather a key part of driving: Data integration Insight to action AI mobilization Jonathan Copulsky Senior Lecturer of Marketing Northwestern University View Event Recap
11:00am - 11:20am	NETWORKING BREAK
11:20am - 12:00pm	BALANCED INVESTMENT: OPTIMIZING REVENUE GROWTH THROUGH STRATEGIC PRIORITIZATION Discover key strategies for revenue growth with Kristin Thompson, Marketing Director at West Monroe. This session will cover cross-channel optimization to identify and capitalize on opportunities and deals. Learn about dynamic account prioritization to achieve both short- and long-term impact. Additionally, the session will delve into program development, offering strategies to strengthen the foundation for sustained success in your ABM efforts. Kristin Thompson Marketing Director West Monroe View Event Recap
12:00pm - 12:40pm	ALL-IN MARKETING: ORCHESTRATING ACCOUNT-CENTRIC GROWTH STRATEGIES Explore innovative strategies for account-based growth with Heather Adkins, Head of Industry, Field, and Account-Based Marketing \| Growth & Strategy at KPMG. This session will focus on cross-marketing alignment, utilizing an integrated ABM-first approach to leverage full capabilities for account-based growth. Learn about redesigning processes with a customer value approach and the role of skilled practitioners in orchestrating the account experience as effective customer stewards. Gain insights into creating cohesive, account-centric processes for enhanced customer engagement. Heather Adkins Head of Industry, Field, and Account-Based Marketing \| Growth & Strategy KPMG View Event Recap
12:40pm - 1:30pm	LUNCH
1:30pm - 2:10pm	SPEARFISH MARKETING: BIOCATCH'S APPROACH TO MASSIVE GROWTH You've mastered Account-Based Marketing, but what about Spearfish Marketing? Join Jonathan Daly, Chief Marketing Officer at BioCatch, and Amy Grucela, SVP of Strategy for Marketbridge, as they dive deep (pun intended) into this innovative marketing strategy. Focused on fostering and inspiring growth, this session will demonstrate how BioCatch has achieved unparalleled success with highly targeted and inventive 1:1 and 1:few marketing initiatives. Through practical examples, you'll gain valuable insights into the strategies and tactics that can elevate your own Spearfishing marketing efforts. Key takeaways include: Learn how to elevate your ABM program with a Spearfishing approach Discover the power of creative and strategic customization See practical, real-life examples of successful campaigns Jonathan Daly Chief Marketing Officer BioCatch Amy Grucela SVP of Strategy Marketbridge View Event Recap
2:10pm - 2:50pm	UNLOCKING ACCOUNT-BASED MARKETING SUCCESS: THE POWER OF DATA, ATTRIBUTION, AND SALES-MARKETING ALIGNMENT Mike Stratta, CEO of Arcalea, discusses one of the most critical components to ABM success – the synergy between sales and marketing. Effective ABM programs hinge on collaboration from the outset, ensuring metrics, integrated campaign plans, and shared objectives are co-defined. This foundational alignment fosters true transparency and harmony, enabling both teams to navigate through data-driven insights towards common goals. Join Mike for an exploration of how truth in transparency can lead to better decision-making and program outcomes. By focusing on the role of quality data in marketing and sales attribution, you’ll learn to derive new, actionable insights that support program objectives and drive better results. Discover how incorporating descriptive and prescriptive analytics can transform your approach to ABM: recognizing patterns in client behaviors and deploying joint measures based on those patterns. Ensure every decision is backed by transparent, truthful data, leading to measurable and sustainable success. Enhance the sales and marketing relationship for more successful ABM programs through: Next-Gen Analytics: Leveraging advanced analytics to capture and interpret data more comprehensively than ever before, providing deeper insights into both sales and marketing performance. Data-Driven Insights: Utilizing descriptive analytics to understand performance patterns and prescriptive analytics to guide strategic decision-making. Collaborative Execution: Integrating sales and marketing efforts from the planning phase through to execution and review, ensuring alignment and mutual accountability. Mike Stratta CEO Arcalea View Event Recap
2:50pm - 3:20pm	SEIZING THE OPPORTUNITY: OPTIMIZING ABM IN THE AGE OF AI The rise of AI in recent years has promised to revolutionize ABM. The effective use of AI – including generative AI – opens the door to significant improvements in virtually every aspect of ABM, from account prioritization and intelligence to data-driven planning, cross-channel optimization, and, ultimately, truly personalized client experiences at scale. However, transitioning to this new approach will likely require innovative approaches to many of the core challenges that have long inhibited high performance in ABM. Building on the best practices discussed throughout the day, our closing panel will pull together the essential lessons learned to help tackle the toughest questions that will determine ABM success in the next era. Key takeaways will highlight: The role ABM can play in your overall go-to-market strategy How to test, develop, and integrate new AI-based systems and tools to maximize value while minimizing risk The new skills and teams required to advance ABM The organizational changes necessary to unlock the full capabilities of your company for next-generation ABM Moderator: Rob Leavitt Partner Momentum ITSMA Heather Adkins Head of Industry, Field, and Account-Based Marketing \| Growth & Strategy KPMG Kristin Thompson Marketing Director West Monroe Mike Stratta CEO Arcalea
3:20pm - 3:30pm	DISCUSSION AND WRAP-UP David Morgan Senior Manager, Business Marketing Practice ANA Danny Nail Director, ABM, Digital Marketing & Strategic Customer Programs Salesforce ABM Co-Chair Aaron Smith Director of Marketing KPMG U.S ABM Co-Chair

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.