Increasing Your Impact In Key Accounts:
ITSMA’s
Account-Based Marketing Workshop
8-9 December 2005
London, U.K.
Note: Due to the preference for custom workshops on this topic
in Europe our public workshop has been cancelled. If you were planning
to attend please contact Bev Burgess directly on +44 1892 523060.
“Since the last quarter of 2004 we've
worked with ITSMA to adopt an exciting new marketing technique—account-based
marketing… In less than six months, the plan had significantly
raised our profile with senior decision makers within the global
organization.”
—Jonathan Leaper, Director & General
Manager
Global Accounts and Marketing Operations, Xerox Global
Services Europe
Overview
Amid dramatic changes in the technology marketplace
in recent years, IT firms are grappling with how to respond to an increasingly
sophisticated, skeptical, and informed breed of buyers. More and more,
companies are looking to their key accounts to provide the opportunities
for services revenue growth and increased profitability that they need
to survive in today's climate of customer control. And as the contribution
of marketing to the relationship sales cycle is more clearly understood,
vertical and industry marketers are increasingly being tasked with
supporting the drive to grow business in key accounts.
If you are looking for an effective way to jump-start growth in key accounts,
this workshop is for you. Account-based marketing (ABM), with its laser-focus
on individual accounts and their business needs, is emerging as a powerful
technique for combating commoditization and creating the kinds of strategic
buyer-vendor partnerships that lead to substantially improved results.
We will show you, step-by-step, exactly how to get your ABM program off
the ground.
A Proven, Six-Step Approach
ITSMA's six-step approach to ABM is rooted in our research and collaboration
with industry pioneers. This workshop outlines our best practice insight
on each step 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. Identify the actions you need
to take to create trust and win more business within your key accounts
Executing the plan. Learn the types of collaborative skills
and partnerships 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
and justify ABM investments
A clear and proven methodology for building and executing your
ABM strategy
Industry-leading examples and benchmarks to strengthen your ABM
marketing campaigns and initiatives
Practice creating ABM campaigns in a safe and supported environment
You will leave with more confidence around ABM, new ideas on how to
build effective programs, and information about what works best in
today’s
economy—plus new energy to tackle your toughest ABM challenges.
This is the only workshop specifically designed to address ABM in
an IT/networking environment, using research, publications, and case
studies from these industries. Vertical and industry marketing managers
or field marketing managers with around five years of technology services
marketing experience will find it particularly useful. It is also appropriate
for account directors who want to understand how ABM can increase business
within their key accounts.
Delegates who attend with team members will benefit most. We strongly
encourage two or more participants from each organisation to attend in
order to maximise the value of the breakout exercises during the workshop
and transfer the learning back into the workplace.
Beverley Burgess
Vice President and Managing Director, ITSMA Europe info@itsma.com
Bev leads all of ITSMA’s membership, research, consulting, training,
and event services in Europe, supporting both European companies and the European
marketing organizations of other global IT and consulting firms.
Before joining ITSMA, Bev created and implemented a full range of corporate and
marketing strategies in Europe, America, and Asia for companies such as Epson,
Ericsson, BT, Cable & Wireless, British Gas, United Utilities, Biomni, and
Computasoft.
Sara Sheppard
Associate Director, Learning, ITSMA Europe ssheppard@itsma.com
Sara’s role with ITSMA Europe is to deliver results for members
in learning and performance. Sara’s experience in coaching enables
her to act as a mentor for ITSMA’s Services Marketing Professional
Programme in Europe.
Sara has an MBA from Cranfield and is a chartered marketer and Fellow
of the Chartered Institute of Marketing. She has been an examiner for
the Chartered Institute of Marketing’s Diploma course, and was
actively involved on the Institute’s Advisory Board for a recent
Canon of Services Marketing.
Cancellation and Refund Policy
Any cancellations or substitutions must be in writing and forwarded to ITSMA
Ltd, 8 Mount Ephraim TN4 8AS Tunbridge Wells or via email to cpoulsen@itsma.com.
Nonattendance without written cancellation prior to the event will incur the
full event fee. No refunds will be made for cancellations received less than
15 days before the event. Substitutions approved by ITSMA are permitted up
to the start of the event.
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 150 Euro cancellation
fee. Cancellations received less than 15 days before the event are subject
to a cancellation fee equal to 25% of the event fee or 150 Euros, whichever
is greater. You may request a refund of the remaining balance or apply it toward
a future event.
Satisfaction Guarantee
ITSMA guarantees your complete satisfaction with this event. If, however,
you are not satisfied, we will provide you with a full refund of your money,
or provide a credit towards another ITSMA 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.
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