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Events › What Does Best-In-Class ABM Look Like?

What Does Best-In-Class ABM Look Like?

January 25 @ 1:00 pm - 2:00 pm EST

  • Webcast

Drawing on their experience from hundreds of Account-Based Marketing (ABM) implementations, experts Bev Burgess, SVP & ABM Practice Lead, ITSMA and Kathy Macchi, Senior Associate, ITSMA & VP, Consulting Services, Inverta will provide you with an insider’s view of the strategic decisions and implementation techniques employed at industry leading companies like Microsoft, IBM, SAP and more.

You’ll hear real-world case studies and personal stories and learn:

  • How to implement an ABM strategy to build your reputation and strengthen relationships
  • How to grow revenues across all the accounts that matter to you
  • Which best practices will provide the greatest impact on your business, including key components of a best-in-class blended approach

Sponsored by the ABM Masters Alliance, please register here to attend this complimentary webcast.


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

Kathy Macchi

Senior Associate, ITSMA & Vice President, Consulting Services, Inverta, kmacchi@itsma.com

Kathy considers herself a long-time survivor of the technology industry, bringing over 25 years of sales, marketing and IT experience to her roles as Senior Associate, ITSMA and Vice President, Consulting Services, Inverta. Kathy takes a no-nonsense approach to the role of digital skills, processes and tools in today’s complex sale, and her expertise has supported the digital transformations of enterprises such as Citrix, HP, and Thomson Reuters. With an IT background, she actually understands the technology, systems, and data that are an integral part of today's marketing organizations.

Full bio


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