Account-based marketers talk a lot about being customer-centric. But the reality is that most ABM programs take a broad-brush approach to targeting customers that we hope might be interested in our current portfolio. We start with our solutions, and then build a target list of potential buyers based on general business characteristics such as industry, company size, and general business or technology challenges. We invest in marketing campaigns and tactics but not insight and innovation.
A truly customer-centric approach, especially with our most important accounts, begins with a deep dive into each individual customer’s business issues and then working with them to design new solutions and long-term shared success.
This session will explore the why, what, and how of a collaborative ABM approach that drives innovation, growth, loyalty, and advocacy with key accounts. The session will feature a deep dive into Juniper Network’s award-winning ABM program with Jack Barrett, Juniper’s senior director of strategic marketing, as well as examples from other companies including Accenture, Fujitsu, and KPMG.
Key takeaways include:
- The importance of collaborative innovation with key accounts
- The value of transparency: ABM “with” not “for” key accounts
- The research and development foundation required for collaborative ABM
- Metrics beyond revenue: Measuring success with collaborative ABM
Sr Director, Strategic Marketing, Juniper Networks
Jack Barrett is the Senior Director for Americas Field and Channel Marketing at Juniper Networks. At Juniper, Jack leads a team responsible for executive customer engagement, demand generation and channel development across Canada, the US and Latin America. Additionally, he has held GTM Strategy and Planning, Campaign and Demand Generation Development, and Marketing Operations roles at Juniper. Full bio
Rob is a big picture thinker and strategist who lends his extensive experience in thought leadership, brand positioning, and solutions marketing to clients in developing new approaches to build market leadership. He is responsible for ITSMA’s global membership community that brings together senior marketing leaders to advance the knowledge and practice of strategic B2B marketing. Full bio
This webcast is part of BrightTALK’s Summit on “Account-Based Marketing and the Era of Targeting,” taking place June 13-15.