Increasing Your Impact In Key Accounts:
Designing and Delivering Account-Based Marketing
ITSMA Workshop
Registration Closed
November 30 - December 1, 2005
San Francisco Marriott, San Francisco, CA
“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 looking more and more to their key accounts to provide opportunities
for services growth and profitability. As marketing’s contribution
to the sales cycle is more clearly understood, marketers are increasingly
being tasked with driving growth in these key accounts.
Accelerating growth in key accounts, however, requires a sophisticated
approach to marketing campaigns and to marketing-sales collaboration.
With its laser-focus on individual accounts and their business needs,
account-based marketing (ABM) is emerging as a powerful technique for
bringing sales and marketing together to combat commoditization and
create more strategic and lucrative relationships with key accounts.
This workshop is designed to provide participants with a step-by-step
methodology to create and improve ABM programs.
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
Special guest speaker: Liz Vega, Manager, Large Account Marketing,
Xerox Global Services, will speak about:
Why Xerox implemented an
ABM initiative
How the company designed, developed, and executed its ABM programs
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 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. Industry and field marketing directors
and managers will find it particularly useful. It is also appropriate
for account directors, business development and sales leaders, and
anyone else tasked with increasing business within their key accounts.
Delegates who attend with team members will benefit the most.
We strongly encourage two or more participants from each organization
to attend in order to maximize 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.
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.
Brette Gillman President, Graeper Marketing
Brette Gillman is president of Graeper Marketing, providing strategic
consulting and marketing program development services to technology organizations.
She has over 20 years experience in business-to-business strategic marketing
and communications.
During Brette's tenure with CGI-AMS (formerly American Management Systems),
she specialized in leading integrated account-based marketing campaigns
aligned to business strategy and designed for revenue generation. While
based in Europe, Brette managed a global marketing team with responsibility
for communications and the go-to-market strategy for CGI-AMS' products
and services.
Guest Speaker
Liz Vega
Manager, Large Account Marketing,
Xerox Global Services
Liz Vega is responsible for developing and implementing an account-based
marketing strategy and piloting solutions with Xerox's strategic global
accounts. She has more than 20 years experience in marketing and communications
and has led multiple, high-performing teams at Xerox. Prior to her current
assignment, Vega led the Xerox Global Services offering marketing team
that created targeting, positioning, and sales tools for new offerings
that help clients solve their document management challenges in varied
industries.
Workshop fee includes tuition, course materials, and all meals and refreshments.
Group Discount:
Maximize workshop impact by registering with co-workers. We
offer a 5% discount 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 Carolyn Jefferson at +1-781-862-8500,
ext. 21 or cjefferson@itsma.com.
Event Location:
San Francisco Marriott
Second Floor, 55 Fourth Street
San Francisco, CA 94103
Phone: +1-415-896-1600
Fax: +1-415-772-5013
Accommodations:
Hotel accommodations are the responsibility of the registrant.
A block of rooms has been reserved on a first-come, first-served
basis at The San Francisco Marriott. We encourage making arrangements
as soon as possible to ensure room availability.
Please contact the hotel directly for room reservations.
Indicate that you are attending ITSMA's Account-Based Marketing
Workshop to receive the special rate of $169 single/double occupancy,
available until November 15, 2005.
Hotel Information:
Located in the heart of downtown San Francisco, across the street
from the Moscone Center and minutes from Union Square, the San
Francisco Marriott Hotel provides the quintessential San Francisco
hotel experience for your business, leisure and meeting needs.
Easily accessible from Highway 101, the hotel is just a 20-minute
drive from the San Francisco International Airport and a short
stroll from the financial district. With a great downtown location,
comfortable guest rooms, and the award-winning service, the San
Francisco Marriott promises a truly memorable experience.
Cancellation and Refund Policy
Any cancellations or substitutions must be made in writing and forwarded to
ITSMA via email at cjefferson@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.
Located in the heart of downtown San Francisco, across the street
from the Moscone Center and minutes from Union Square, the San
Francisco Marriott Hotel provides the quintessential San Francisco
hotel experience for your business, leisure and meeting needs.
Easily accessible from Highway 101, the hotel is just a 20-minute
drive from the San Francisco International Airport and a short
stroll from the financial district. With a great downtown location,
comfortable guest rooms, and the award-winning service, the San
Francisco Marriott promises a truly memorable experience.