Overview

For marketers facing growing pressure to demonstrate return on marketing investment, focusing attention and resources on micro- and account-based marketing has become a priority. Rather than promoting undifferentiated offers to broad market segments, these marketers are increasingly identifying much narrower segments and individual accounts for which they can create customized communications plans, information, and offers.

Join ITSMA’s Steve Hurley and Rob Leavitt for an exploration of best practices in micro- and account-based marketing. Steve and Rob will share ITSMA research and insight on why and how leading technology and services companies are building micro- and account-based marketing strategies, and how some companies are now moving from successful pilot projects to larger scale programs.

The briefing will highlight specific case study examples as well as practical tips on overcoming the most common obstacles to micro- and account-base marketing. If you are responsible for maximizing wallet share from existing clients and/or identifying opportunities for revenue growth with new accounts, this briefing will provide fresh ideas, helpful models, and new confidence for building and executing personalized, customized, and targeted campaigns.

Special Guest Speaker: Paul Dunay, Director of Global Financial Services Marketing at BearingPoint, will be on hand to share best practices in micro- and account-based marketing at BearingPoint and answer any questions you may have on his company’s approach.

This lunch briefing is complimentary for ITSMA members and $95 for nonmembers.

Guest Speaker	[TOP OF PAGE]

Paul Dunay is a Director of the Global Field Marketing team for BearingPoint. Dunay is a proven innovator and leader of integrated marketing programs that deliver cost effective and profitable results. His unique approach to integrated marketing has been recognized by ITSMA as the winner of their 2005 Driving New Demand award and winner of the BearingPoint 2004 award for Best Overall Marketing campaign.

ITSMA Presenters	[TOP OF PAGE]

Steve Hurley
Vice President, Member Engagement
shurley@itsma.com

Steve leads ITSMA’s member engagement team, which works directly with member companies to provide focused advisory support on a wide range of marketing and sales challenges. Steve leads the development of ITSMA’s project methodologies and frameworks and oversees advisory projects on such issues as: go-to-market strategy; growing the solutions business; portfolio rationalization; account-based marketing; and relationship growth.

Location and Event Information	[TOP OF PAGE]

Event Date:	March 2, 2006
Event Time:	12:00–2:00 pm ET
Member price:	No Charge
Non-member price:	$95
More information:	Contact Carolyn Jefferson at +1-781-862-8500, ext. 21, or cjefferson@itsma.com.
Event Location:	Grand Hyatt New York, NY
	Park Avenue at Grand Central Station New York, New York, 10017 USA Phone: +1-212-883-1234 Fax: +1-212-697-3772
Website:	http://grandnewyork.hyatt.com/property/index.jhtml

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.