Increasing Your Impact In
Key Accounts:
Designing and Delivering Account-Based Marketing
ITSMA Workshop Back by popular
demand! June 27-28, 2006
Boston, MA
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 of Increasing Your Impact in Key Accounts
and group vice president of business development at ACS
“Nicely done! Great job pulling
out the audience and driving info exchange and thinking. I
had high expectations based upon prior experience with ITSMA.
Let's do ABM II soon.”
—Renee
Sprole, past attendee of Increasing Your Impact in Key Accounts
and
vice president of strategic marketing at Unisys
Overview
More and more technology firms have begun looking 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.
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, improve, and scale 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. 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. 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
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:
Field marketing directors
Field marketing managers
Account directors
Business development executives
Sales leaders
Anyone else 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 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.
1. Welcome, Introductions & Objectives
2. Account-Based Marketing: The New Frontier
3. Prioritizing Key Accounts
4. Understanding the Account
Afternoon
5. Mapping
and Selecting Opportunities
6. Building Compelling Value Propositions
7. Creating The Integrated Impact Plan
8. Managing and Measuring the Program
Evening
New England Lobster Bake
June 28: Scaling
the Program Across the Organization
Morning
9.
Moving From Successful Pilots to Company-Wide
Programs
10.
Building an ABM Program at HP: Dave Garrels,
1to1 Marketing Program Manager, HP
11.
Tools for Scaling ABM: Mike Gauthier, President,
e-tractions
12.
Action Learning Review
*The workshop will run from 8:30
am-5:00 pm on June 27 and from 8:00 am-12:30 pm on June 28.
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.
With more than 35 years of experience in technology marketing, sales, and business development, Jeff brings a keen understanding of the priorities and pain points for services and solutions marketing. At ITSMA, Jeff works directly with member companies to help them take best advantage of ITSMA resources and to provide focused advisory support around go-to-market strategies for technology services, portfolio rationalization, sales enablement, customer advisory councils and more. Jeff is also the Practice Lead for Account-Based Marketing.
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
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 Carolyn Jefferson at +1-781-862-8500,
ext. 21 or cjefferson@itsma.com.
Event Location:
Babson Executive Conference Center
Wellesley, MA
*Accommodations:
ITSMA
will reserve a room for you, arriving June 26 (check in 4 pm),
departing June 28 (check out 12:30 pm), at the Babson Executive
Conference Center unless you specify otherwise while registering.
If you will not need accommodations at Babson, please make
the appropriate selection on the Registration Form.
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.
ITSMA
will reserve a room for you, arriving June 26 (check in 4 pm),
departing June 28 (check out 12:30 pm), at the Babson Executive
Conference Center unless you specify otherwise while registering.
Find
out more about Babson's Executive Conference Center