Mining Markets of One:
Growing Your Business with Account-Based Marketing

Pre-Conference Workshop
November 7, 2005
1:00 - 5:00 p.m.
The Charles Hotel, Cambridge, MA

Marketing on the Verge: ITSMA's 2005 Annual Conference

Workshop Overview

Account-based marketing has arrived, bringing with it the ability to improve demand, positioning, and profitability within key accounts. Companies investing in highly focused marketing initiatives for individual clients are reaping the rewards of customized campaigns.

Making it happen, however, requires a fresh approach to marketing, a rethinking of traditional tools and techniques, and a priority focus on collaboration and coordination between marketing, sales, delivery, and your target account.

And when you're dealing one-on-one with a top-tier client, you need to know that you're taking the right steps in the right sequence, focusing on your client's most pressing business issues, and rallying your account team around the same metrics and goals.

ITSMA's pre-conference workshop, "Mining Markets of One," will walk you through the specific information, resources, and commitment you'll need to ensure that your program is a success.

A Proven, Six-Step Approach

ITSMA's six-step approach to ABM is rooted in our research and collaboration with industry pioneers. This half-day workshop will outline our best practice insight and show you how to apply it to your key accounts. Through a combination of models, tools, case study examples, and group exercises, we'll address each stage of the ABM process, including:

• Selecting target accounts. Identifying potential accounts to pursue with ABM goes far beyond simply identifying the largest or most profitable customers and prospects. Learn how to objectively choose the accounts that will yield the highest returns today and in the future
• Understanding and analyzing target accounts. Explore the right kinds of research that allow you to:
• Build a deep understanding of individual accounts and their market dynamics
• Uncover the business imperatives of target accounts
• Mapping value. A rigorous and creative value mapping process will identify new and better approaches to providing real value to target accounts. Learn how to create customized value propositions that will get the attention of specific decision makers within target accounts
• Developing the tactical plan. Pinpoint the targeted, sophisticated, and customized actions you need to take to create trust and win more business within a particular account
• Executing the plan. Learn the types of collaborative skills and partnerships, focus, and commitment you'll need to effectively carry out your plans
• Measuring the results. Understand how ongoing evaluation with the right metrics can help you track your progress over time, justify ABM investments, and scale the approach

ITSMA specialists will also review how leading companies are leveraging ABM techniques to achieve substantially improved results, and identify practical tips and tools to ensure ABM success.

Workshop Leaders	[TOP OF PAGE]

Fees and Hotel Information	[TOP OF PAGE]

Event Date:	November 7, 2005
Member price:	$595
Non-member price:	$795
Event Location:	The Charles Hotel One Bennett Street Cambridge, MA 02138
	Phone: +1-617-864-1200    Toll free: 800-882-1818 Fax: +1-617-864-5715 URL: www.charleshotel.com
Accommodations:	Hotel accommodations are the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-served basis at The Charles Hotel. We encourage making arrangements as soon as possible to ensure room availability.
Room Rates:	Please contact the hotel directly for room reservations. Indicate that you are attending ITSMA's Annual Conference to receive the special rate of $249 per night (Single/Double), available until October 21, 2005. For other area hotels, please contact the concierge at The Charles Hotel.
Hotel Information:	Known as Boston's most original luxury hotel, The Charles Hotel is Simple, Stylish, and Smart. Located in Harvard Square, Cambridge, the heart of the nation's intellectual and cultural center, The Charles offers unobtrusive service, award-winning restaurants and contemporary décor in a historic yet energetic setting. Blending tradition, education, and international diversity, Harvard Square's dynamic offerings are just outside the hotel's front door. World-class performances at The American Repertory Theatre, Harvard's prestigious collection of museums, the best in ethnic dining and erudite cafes, and unique shops all contribute to the area's legendary appeal.

Cancellation and Refund Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA, 420 Bedford Street, Suite 110, Lexington, MA 02420 or via email to cjefferson@itsma.com.

You may cancel your enrollment up to 30 days before the start of the event and receive a full refund or apply the full fee toward a future event. Cancellations received less than 30 days before the event are subject to a $250 administrative charge. Cancellations received less than 15 days are subject to a cancellation fee equal to 25% of the event fee or $250, whichever is greater. Cancellation fees above the administrative charge can be applied toward a future event. Nonattendance without written cancellation prior to the event will incur the full event fee. Substitutions approved by ITSMA are permitted up to the start of the event.

Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions. As a membership organization, we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, and Japan. Learn more at www.itsma.com.