Strengthening Relationships and Achieving Results: Designing and Delivering Account-Based Marketing

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Agenda | Registration Information

ITSMA Workshop
12 March 2008
London, U.K.



Overview

Account-Based Marketing ( ABM) is taking hold as more and more companies are increasing investments in marketing and sales programmes that target individual accounts and prospects. Whether your company calls it 1-to-1 marketing, key-client marketing, relationship selling or something else, this focus on a single account is making a big splash in our industry by helping companies to generate demand, increase awareness, and improve their positioning in key accounts.

Through years of research and work with pioneers of the approach, ITSMA has developed a proven three-phased framework for ABM:

Program Planning & Design
Account-Specific Planning & Implementation
Program Management & Evaluation

ITSMA Account-Based Marketing^SM Framework

Many companies have followed ITSMA’s approach to ABM, developing well-planned, well-executed programmes that generate increased demand and create the deep and trusted relationships with key accounts that lead to substantial, measurable results.

Aimed at practitioners and marketing managers, this workshop is designed to provide participants with a step-by-step methodology to create, improve, and scale ABM programmes, as well as providing an opportunity to gain considerable insight from a member who has successfully implemented ABM.



Key Benefits	[TOP OF PAGE]

By attending this workshop, you will gain:

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
Insight from a major industry player on how they have successfully implemented ABM
Expert-guided practice in designing ABM campaigns in a supported environment
More confidence around ABM, new ideas on how to build and scale effective programmes, and research-based information about what works best in today’s economy—plus new energy to tackle your toughest ABM challenges!



Who Should Attend	[TOP OF PAGE]

This is the only workshop specifically designed to address ABM for organisations that market and sell complex technology-based solutions using research, publications, and case studies from these industries.

It is particularly useful for:

Corporate marketing managers
Field and industry marketing managers
Global and major sales account team members
Business development managers
In summary, all those tasked with increasing business within key accounts!

NB: Sales and marketing people who attend the workshop together experience greater appreciation of how ABM can work for them as an integrated team.



Agenda	[TOP OF PAGE]

Morning: Applying ITSMA’s Three Phase Model for ABM

Welcome, Introductions, & Objectives
Overview of ITSMA's Three-Phased Approach
Prioritising Key Accounts
Understanding the Account

Break

Mapping and Selecting Opportunities
Building Compelling Value Propositions
Creating the Integrated Impact Plan
Managing and Measuring the Program

Lunch and networking

Afternoon: Scaling the Program Across the Organization

Best Practice ABM Case Study (in-person)
Moving From Successful Pilots to Company-Wide Programs
Tackling Problem Areas
Action Learning Review



Fees and Location Information	[TOP OF PAGE]

Event Date:	12 March 2008
Member price:	£750 / €1010
Non-member price:	£800 / €1075
	Workshop fee includes tuition, workshop materials, lunch and refreshments.
Group Discount:	We offer a 5% discount off the registration fee for the workshop (excluding accommodations) 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 more information contact Katie Doughty on +44 (0) 1628 603130, or kdoughty@itsma.com
Event Location:	City Conference Centre 80 Coleman Street London EC2R 5BJ
	Tel: +44 (0) 20 7382 2626
	http://www.cityconferencecentre.com
Special Requests:	If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Katie Doughty on +44 (0) 1628 603130, or kdoughty@itsma.com.

Cancellation and Refund Policy
Any cancellations or substitutions must be made in writing and forwarded to ITSMA via email to kdoughty@itsma.com. Delegates may cancel their enrolment without penalty on workshop fees up to ten business days before the start of the event (although accommodation may still be payable). A €350 administration fee for workshop fees will be imposed for cancellations received after this date. Non-attendance without cancellation will incur the full fees. Substitutions approved by ITSMA are permitted up to the start of the workshop.

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.

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