Account-Based Marketing: Strengthening Business Relationships and Results with Key Accounts

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(Invitation-only meeting for sponsors of ITSMA membership)

ITSMA Marketing Roundtable

Account-Based Marketing: Strengthening Business Relationships and Results with Key Accounts

20 June 2006
11:00 – 15:30 CET
Ericsson
Stockholm, Sweden

Hosted by:


Overview

For marketers facing pressure to maximise share of wallet from existing customers and strengthen bonds with key decision makers within strategically important accounts, focusing on account-based marketing (ABM) has become a top priority.

Many of the activities involved in planning and executing an effective ABM program, however, have traditionally fallen within the scope of “account planning” and, as such, have been owned by sales teams or consultants. During this ITSMA Roundtable, Bev Burgess will review ITSMA’s six-step approach to ABM and describe how leading technology and services marketers are using it to build ABM successful strategies.

ITSMA’s Six-Step Approach to ABM:

Select target accounts
Understand and analyze target accounts
Map value
Develop the tactical plan
Execute the plan
Measure the results

The Roundtable will also address both how to build ABM pilot programs and how to execute ABM on a wider scale, highlighting specific case study examples as well as practical tips. If you are responsible for maximising wallet share from existing clients and building better relationships with them, this session will provide fresh ideas, helpful models, and new confidence for successfully achieving your goals.

Participation is by invitation only. If you would like to discuss who might be eligible to participate from your company, please contact Victoria Keen on +44 1892 523060 or at vkeen@itsma.com.



Your Facilitator	[TOP OF PAGE]

Beverley Burgess
Former 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.


Location and Event Information	[TOP OF PAGE]

Event Date:	20 June 2006
Event Time:	11:00 – 15:30 CET (lunch included)
Member price:	No Charge
Non-member price:	This event is open to ITSMA member companies only.
Event Location:	Ericsson Experience Center Conference room: Paris
	Torshamnsgatan 23, Kista 164 83 Stockholm - Sweden Phone: +46 (0)8 719 00 00
	Should you need any additional information, details or assistance please contact Victoria Keen on +44 (0)1892 523 060 or at vkeen@itsma.com.

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.

Phone: 1-888-ITSMA92 (Outside the U.S. +1-781-862-8500)