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2017 Next Generation ABM Forum
5 July 2017

  • Sunborn Yacht Hotel, London, E16 1AA

Today’s marketing leaders are accountable for driving business, not just leads, which is why Account-Based Marketing (ABM) has become one of the hottest trends in B2B marketing today. ABM, also known as client-centric marketing, is in the process of transforming modern marketing practice, as evidenced by ITSMA’s latest research on ABM, which reveals that 84% of marketers say ABM delivers higher ROI than any other marketing approach.

It is my view that Account-Based Marketing (ABM) is on the threshold of revolutionizing the marketing domain.

Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management


B2B marketers who launch and sustain formal ABM programs can help grow revenue, strengthen sales and marketing alignment and enhance interactions with customers and prospects. Since ITSMA pioneered ABM over ten years ago, we have seen three types of ABM emerge to cope with the demand to scale: Strategic ABM, ABM Lite, and Programmatic ABM. Join us in London on 5th July 2017 to explore the trends in each type, learn lessons from those driving best practices, and find out how to implement a next-generation ABM program to achieve fantastic results at scale.

Designed to provide the opportunity for open dialogue and networking, ITSMA’s 2017 Next Generation ABM Forum takes place in a unique venue, the Sunborn Yacht Hotel, a first class, floating hotel in London.

Participation is limited to ensure a fully interactive and collaborative experience. Please note that the 2016 ABM Forum was a sell-out four weeks prior to the event, so register today!

Once again we will be featuring leading ITSMA executives and ABM practitioners from industry leaders.

2017 speakers include:

Who Should Participate

ITSMA’s 2017 Next Generation ABM Forum is designed specifically for senior marketing and sales executives responsible for accelerating growth in strategic, key, or new named accounts. No Marketing Agencies please. 


Event time: 09:00 – 18:00 + Networking Cocktail Reception featuring blues & jazz musician, Bella Collins. See full agenda below.


Early bird rate ends 29 May!

  Early bird rate thru 29 May Rate May 30 thru Forum
Members: £335* €425* $475 £395* €500* $550
Non-members: £420* €530* $600 £495* €625* $700


*Actual price determined by current conversion rate upon registration

Platinum Sponsor


Demandbase, a leader in Account-Based Marketing, enables B2B companies to identify and target the accounts they value most, and then market to them across the entire funnel. The Demandbase B2B Data Cloud is the definitive B2B database and technology for targeting accounts and specific segments within those accounts. The B2B Data Cloud supports customers across their existing, full marketing technology stack and powers The Demandbase B2B Marketing Cloud, which is one of the only subscription-based ad targeting and web personalization solutions that lets marketers connect campaigns directly to revenue. The B2B Marketing Cloud is powered by patented technology, which allows companies to identify the accounts they value most and personalize their digital marketing efforts to them. With Demandbase, businesses can target, engage, convert and retain the customers that matter most to their bottom line. Enterprise leaders and high-growth companies such as Adobe, Salesforce.com, Box, CSC, DocuSign, Dell and others use Demandbase to drive Account-Based Marketing and maximize their marketing performance.


Gold Sponsors


agent3 was founded with a mission to connect sales and marketing more closely by using the three ‘agents of change’: data, technology and content. We drive competitive advantage for our clients with insight-driven ABM programmes which result in increased sales pipelines that are quicker to close. Using our own proprietary insight3 platform and Customer Lifecycle ABM, we provide continuous and real-time insight to enable end-to-end ABM programmes, from strategy and messaging to campaign execution and digital delivery.


Momentum ABM

Momentum ABM. As the first and only specialist, full spectrum account based marketing (ABM) Agency, we offer end-to-end services that go above and beyond traditional B2B Marketing. We work with a range of blue-chip B2B clients, across sectors that include Technology, Pharmaceutical and Information Management.  9/10 of the world’s largest IT companies work with us as we incorporate our approach into their largest accounts, delivering significant financial impact. Our clients include Google, Vodafone, Oracle, EMC and Fujitsu. With seven entries in this year’s B2B Marketing Awards shortlist we’ve been named the best performing agency for the second year running.  Other industry recognition includes being shortlisted for three CIM Excellence in Marketing Awards and Winner of the ITSMA Gold Award for Accelerating Growth through Account Based Marketing. Now in our 6th year, we enable our clients to adopt and scale account based marketing (ABM). 


Lunch Sponsor

Dun & Bradstreet

Dun & Bradstreet Limited (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect our customers with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit dnb.co.uk. Twitter: @dnbukteam

Cancellation Policy

Requests for cancellations and substitutions must be in writing and forwarded to ITSMA via email to vmonger@itsma.com and will be assessed on a case-by-case basis.

Full refund or future credit given 30+ days prior to the event
€100 cancellation fee 15–29 days prior to the event
Substitutions for this event must be approved by ITSMA prior to the start of the forum
Participants at this event agree to allow ITSMA to take photos during the event. Pictures captured by ITSMA’s photographer may be used in future promotional materials or presentations. For questions or concerns, please contact us at info@itsma.com.

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering. 

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Fees & Hotel Info

With an opportunity to explore core strategic challenges with a select group of peers, our line up of speakers will challenge your thinking on today’s most pressing topics and trends.

Michael Avis
Senior Director, Account Based Marketing, Oracle
Mark Baker
Executive Vice President, CFO & Information Officer EMEA, NTT Data Corporation
Alan Butler
Alan Butler, Director, EMEA CPSD Marketing, Dell/EMC
Lynda Chambers
Senior Associate, ITSMA
David Cotterill
Strategy Director, Momentum ABM
Vanessa Eke
Vice President and Managing Director, LanguageLine Solutions
Jacqueline Gummer
Marketing Director Oracle Digital
Peter Isaacson
Chief Marketing Officer, Demandbase
Louise Jefferson
Senior Associate, ITSMA
Peter Lundie
Managing Partner, agent3
Emeritus Professor Malcolm H.B. McDonald
Cranfield University School of Management
Claire Nash
Group Strategy Director, MomentumABM
Grant Oliver
Director, 90 Day Action Plan
Craig Redbond
Chief Executive, Executive Change Group
Vincent Rousselet
Vice President, ITSMA
Bill Simpson
Senior Associate, ITSMA
David Smith
Chief Technology Officer, Parliamentary Digital Service
Shelby Torrence
Product Marketing Manager, Google Cloud

Wednesday, 5 July 2017 – Sunborn Yacht Hotel, London

  • 09:00

    Arrival & Registration

  • 09:30

    Welcome & Objectives

    ABM Redefined

    Vincent Rousselet, Senior Director, ITSMA

  • 09:45

    Next Generation ABM: Powering Customer-centricity

    Mark Baker, Executive Vice President, CFO & Information Officer EMEA, NTT Data Corporation

    More on this topic

    While essentially every company is customer-focused, very few companies are customer-centric. What’s the difference between the two? Tried and true customer-centric companies invest in their customers, expand their offerings to address their needs and desires, and put customers at the heart of all their decision-making.

    Research studies show that customer-centric companies regularly outperform their competitors. While this seems like the logical road to take, and with it being a critical success factor for savvy CMOs in 2017, there is still a considerable void in the number of companies implementing customer-centric best practices.

    Mark Baker, Executive Vice President, CFO & Information Officer EMEA at NTT DATA Corporation will discuss how the key to success is a relentless focus on customer obsession and the role that ABM can play.

  • 10:20

    Next Generation ABM: Empowering Sales

    Bill Simpson, Senior Associate, ITSMA

    More on this topic

    This session will highlight latest research from ITSMA on ABM trends, in particular the growth in targeting clusters of accounts using an ABM Lite approach; how ABM empowers sales to accelerate business growth within key accounts; the role of ABM in account planning; and top tips on engaging sales effectively.

  • 10:50

    Networking Break

  • 11:10

    Taking an ‘Outside-In’ Perspective

    Craig Redbond, Chief Executive, Executive Change Group

    More on this topic

    Many IT vendors fail to build the world of their target market. CIOs, CDOs, CFOs and their peers, into value proposition development. In so doing, they miss the opportunity to build content and experience from the ‘horse’s mouth’ into the program from the outset i.e. thinking ‘outside-in’.

    Craig Redbond is recognised as a trusted advisor to the CxO community across Europe and will share the CxO view of vendor relationships and how to ensure they are measurable, collaborative and business value-led.

  • 11:40

    Six Steps to producing a Financially Quantifiable Value Proposition for your ABM plan

    Prof Malcolm McDonald, Emeritus Professor, Cranfield School of Management

    Grant Oliver, Director, 90 Day Action Plan

    More on this topic

    According to McKinsey, everyone talks about value propositions, but only 5% of organisations have them, and even those that do have them don’t always quantify them financially.

    Any supplier who can quantify financially how they can help their customers grow their profits will always succeed, no matter how difficult the market conditions.

    This interactive session will guide you through six actionable steps to create financially quantified value propositions that will demonstrate competitive advantage for your strategic accounts, enabling you to be recognised as a key contributor to the account planning process.

  • 13:15

    Morning Wrap-Up

    Vincent Rousselet, Senior Director, ITSMA

  • 13:20

    Networking lunch sponsored by Dun & Bradstreet Limited

  • 14:45

    ABM Sponsored* Streams

    Delegates select 2 out of 3 sponsored streams below. These ABM streams are a combination of ‘How to’ and ‘Lessons Learned’ sessions:

    Stream 1: Getting Started with ABM

    Sponsor: MomentumABM

    Louise Jefferson, Senior Associate, ITSMA
    Claire Nash, Group Strategy Director, MomentumABM

    Client Panel:
    Michael Avis, Senior Director, Account Based Marketing, Oracle
    Shelby Torrence, Product Marketing Manager, Google Cloud
    David Cotterill, Strategy Director, MomentumABM

    More on this topic

    What ABM strategy is right for you? If Strategic ABM treats an account as a ‘market of one’, ABM Lite or Programmatic ABM bring scale to Account-Based Marketing. Which is the right blend of ABM for your organisation?

    In this session you will:

    • Understand the different models of ABM and how to choose the best fit for your organisation
    • Learn how to implement and grow a strategic ABM programme, balancing 1:1 focus for high-value opportunities whilst clustering and reaching a broader set of accounts with an ABM Lite approach.
    • See real examples of ABM in action – with pragmatic tips, ROI success stories and examples of impactful content and communications

    Stream 2: Artificial Intelligence in an ABM World: Accelerating the Buyers Journey

    Sponsor: Demandbase

    Lynda Chambers, Senior Associate, ITSMA
    Peter Isaacson, Chief Marketing Officer, Demandbase

    More on this topic

    For years, marketers have been promised that technology was going to make our marketing better, more relevant, more intimate. But it has failed to deliver on that promise. Instead, we’ve used technology to litter the internet with billions of meaningless ads, fill spam folders with millions of junk emails, and forced visitors to navigate drop down menus with hundreds of navigation choices. But the combination of AI and ABM is set to change this. Find out how companies are using this powerful combination to deliver more meaningful and contextualized content that can really deliver intimacy at scale.


    Stream 3: Aligning B2B Sales & Marketing focussed on a customer-centric strategy

    Sponsor: Agent3

    Bill Simpson, Senior Associate, ITSMA
    Peter Lundie, Managing Partner, agent3
    Alan Butler, Director, EMEA CPSD Marketing, Dell/EMC

    More on this topic

    In the best ABM programmes Sales and Marketing work together to create a joint strategy and a joint plan. Insight is at the core of any ABM programme, in this session Alan Butler, will share how Dell/EMC created a $25m pipeline by providing the sales teams with targeted data and relevant insight to enable them to have meaningful conversations with target accounts.

  • 16:30


  • 16:40

    Creating and implementing an effective blended ABM strategy

    Jacqueline Gummer, Director, Enterprise Marketing, Oracle

    More on this topic

    Over seven years ago, Oracle adopted Strategic ABM as a marketing and sales strategy for a select group of accounts. Since then, it has grown to also include an ABM Lite approach, needed to achieve scale.

    Jacqueline Gummer will highlight lessons learned from Oracle’s ABM journey in creating a blended ABM strategy – from defining its ABM model and establishing ABM as a microcosm within the business, to building bridges with sales.

  • 17:10

    Engaging the C-Suite (Panel discussion)

    Client Panel facilitated by Bill Simpson, Senior Associate, ITSMA
    Mark Baker, Executive Vice President, CFO & Information Officer EMEA, NTT Data Corporation
    David Smith, Chief Technology Officer within the Parliamentary Digital Service (PDS)
    Vanessa Eke, Vice President and Managing Director, LanguageLine Solutions

    More on this topic

    Our panellists have multiple years of personal experience of being targeted with sales and marketing activities.

    This discussion aims to highlight how to deploy effective ABM sales & marketing programmes to engage the C-Suite in your strategic accounts. In a nutshell, how to achieve ‘joined-up’ sales and marketing for maximum impact.

  • 17:45

    Summary & Close

    Vincent Rousselet, Senior Director, ITSMA

  • 18:00

    Cocktail reception on deck

    Featuring blues & jazz musician, Bella Collins

Please note: ITSMA reserves the right to make changes or substitutions to this event.

Fees and Hotels


    • Earlybird (29 May 2017)
    • Advanced (N/A)
    • Standard (5 July 2017)
    • Members
    • $495
    • $550
    • $550
    • Non members
    • $600
    • $700
    • $700
    • Earlybird (29 May 2017)
    • Members$495
    • Non members$600


Sunborn Yacht Hotel, London
Royal Victoria Dock, London, E16 1AA,

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