Building a world class account-based marketing (ABM) program that delivers stronger relationships, enhanced reputation, and increased revenues means designing and deploying the right approach across your business. For marketing executives and ABM program leaders, there are a number of critical success factors to get right along the way. After all, this is a corporate growth initiative and change program that requires careful navigation to maximize returns.
This webcast will explain the stages of adoption that program leaders need to navigate, and how to get the navigation right at each stage. We’ll explore where most programs are today and what’s holding them back. Special guest Adrian Hardy, Head of Global ABM at BT, will share the story of his own program’s evolution.
Join ITSMA’s Bev Burgess and Louise Jefferson, along with Adrian Hardy, for this journey through ABM adoption—and take away concrete ideas on where to take your program next.
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. She is co-author of the book, A Practitioner's Guide to Account-Based Marketing (Kogan Page, 2017), and leads ITSMA’s ABM practice. Bev is also the author of the forthcoming book, Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business (Kogan Page, 2020).Full bio
Louise is a senior marketing professional with over 25 years of experience in marketing business services and outsourcing. In her role, she specializes in helping companies to create new insights; identify and prioritize opportunities for growth; and accelerate accounts through Account-Based Marketing (ABM) programs. As part of the global ABM practice team, Louise provides training, mentoring and consulting services to members as they build their own competence in ABM.Full bio
Head of Global ABM, BT
Adrian Hardy is the Head of Global ABM at BT, having worked in marketing for over 25 years in every discipline from Marketing Communications to now Account-Based Marketing.
Adrian's role for the last five years has been in ABM, and in that time he's seen a growing acceptance of that methodology in his business, and that of the other organisations with whom he competes and partners. He views Marketing as having come of age, as he's now in a position at the ‘pointy-end’ of Marketing, delivering plans and strategies that really make a financial impact, and working in true partnership with Sales.Full bio
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.
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