Growing Your Business
with Account-Based
Marketing: Strengthening Relationships and Results
ITSMA Workshop 7
March
2007
Maven Training Centre, London, U.K.
What people say about
ITSMA’s ABM Workshops:
“This was a fabulous
workshop—I learned a lot. The case study was useful for
discussion purposes, and the success stories the leaders shared
are helping me sell the value of ABM internally. The most valuable
aspect of the program was sharing with and learning from other
marketing professionals.”
—Marita
Hollis, past attendee and group vice president of business
development at ACS
“A great workshop
that should be taken by any company that would like to significantly
deepen its relationship with strategic key accounts. Amazing
ideas and insights.”
—Fabio
Araujo, past attendee and product marketing manager at Oracle
Overview
Account-based marketing (ABM) has truly arrived, bringing with it the
ability to improve demand, positioning, and profitability within key accounts.
For marketers facing pressure to proactively support the drive for new
revenue from existing customers and strengthen bonds with key decision
makers within strategically important accounts, focusing on ABM has become
a top priority.
But 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. ABM 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.
At ITSMA Europe's ABM workshop, "Growing Your Business with Account-Based
Marketing," Robert Bailey, ITSMA Europe's managing director, and
Celia Gaffney, associate director, will demonstrate ITSMA’s six-step
approach to ABM and describe how leading technology and services marketers
are using it to build successful strategies.
A Proven, Six-Step Approach
ITSMA's six-step approach to ABM is rooted in our research and collaboration
with industry pioneers. This 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 analysing 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 customised value
propositions that will get the attention of specific decision makers
within target accounts.
Developing the tactical plan. Pinpoint the targeted, sophisticated,
and customised 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
The Workshop 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. And for those organisations
already using ABM, we will dedicate time to providing practical hints
and tips on how to work through some of the typical challenges of implementing
an effective ABM programme. 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.
A clear and proven methodology for building and executing your
end-to-end ABM strategy
Industry-leading examples and benchmarks to strengthen your ABM
marketing campaigns and initiatives
Expert-guided practice in designing ABM campaigns in a supported
environment
You will leave with more confidence around ABM, new ideas on how
to build and scale effective programs, and research-based 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.
It is particularly useful for:
Marketing directors
Marketing managers
Account directors
Business development executives
Sales leaders
In summary, all those tasked with increasing business within key
accounts!
Delegates who attend with team members will benefit the 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. Special
group discounts are available; call us for more information.
Workshop fee includes tuition, workshop materials, meals,
and refreshments.
Group Discount:
Maximize workshop impact by registering with co-workers. We offer
a 5% discount off the registration fee for the workshop for a
minimum of three attendees and a 10% discount for five or more
participants. Call us for information on how to register.
Please note: If payment is not received by the start of the
workshop, a credit card or other form of payment will be required
for admittance.
For additional information, details or assistance please contact
Victoria Keen on +44 (0)1892 523 060 or at vkeen@itsma.com.
Event Location:
Maven Training Centre
42 New Broad Street
London, EC2M 1SB
Cancellation and Refund Policy
Any cancellations or substitutions must be in writing. Send any notices to
ITSMA Europe, 8 Mount Ephraim, Tunbridge Wells, Kent, TN4 8AS, UK or via email
to Victoria Keen at vkeen@itsma.com
You may cancel your enrollment up to 30 days before the start of the event
and receive a full refund. Cancellations received less than 30 days before
the event are subject to a €350 administrative charge. Cancellations received
less than 15 days are subject to a cancellation fee equal to 25% of the event
fee or €350, 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, 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.
http://www.maventrainingcentre.co.uk