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Raising your ABM Game: Collaborating to Deliver Greater Value [Webcast]

September 25, 2018 @ 4:00 pm - 5:00 pm BST

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ABM continues to be the hottest topic in B2B marketing, changing the way companies think about reaching and engaging with the clients that matter most to their business. And now collaboration is the latest focus in ABM’s ability to grow long-term business.

Join ITSMA’s ABM Practice Leader, Bev Burgess, to understand how marketers are collaborating with teams across their own business, and with buyers and influencers in priority accounts, to drive sustainable value for everyone involved.

Drawing on the latest collaborative research from ITSMA and the ABM Leadership Alliance, and with Cranfield University School of Management, this webinar will explore:

  • ABM program objectives, investments, and returns
  • ABM strategies and the role different types of ABM play—from one-to-one, through one-to-few, to one-to-many
  • How ABM-ers are collaborating with key account managers and sales teams for greater impact
  • The interplay between ABM and key initiatives, such as executive engagement and client innovation programs
  • How to find, develop, and keep the best ABM-ers

Bev will be joined by Steph Deane, Head of Account-Based Marketing & Customer Advocacy, O2, who will discuss how ABM-ers can develop provocative value propositions that support a challenger sale approach, opening new conversations for account managers and sales teams in strategic accounts. She will share lessons learned and what’s next for O2’s ABM program, providing you with insight to shortcut your own path to high impact ABM.

This briefing is complimentary for ITSMA members and $195 (€165) for non-members.


Beverley Burgess

Senior Vice President and ABM Practice Lead, bburgess@itsma.com

Bev is an industry expert in marketing technology services and literally wrote the book on it (Marketing Technology as a Service, Wiley 2010). She is best known as an authority on Account-Based Marketing (ABM), being the first to classify it when developing the approach jointly with several clients. Today she leads ITSMA’s ABM practice and global ABM Council, as well as all of ITSMA’s activities in Europe.

Full bio

Stephanie Deane

Head of ABM and Customer Advocacy, O2

Stephanie is the head of account-based marketing and customer advocacy at O2 Telefonica. She joined O2 in 2015 to lead all sector marketing activities across enterprise, public sector, and multinational corporations. The ABM programme was born out of a successful pilot in 2016, which proved ABM's commercial value and formed a strong partnership with sales - something Stephanie is incredibly passionate about.

Full bio

General Information

ITSMA Webcasts provide research-based insight, best practice examples, and new approaches to address a wide range of strategic challenges in marketing B2B services and solutions. Join the conversation during live presentations, or view replays on-demand from the ITSMA Research Library.

Interested in learning more about the topics we cover? Send us a note at info@itsma.com or with our Contact Form.


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