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Three Types of ABM: Current Practices and 2018 Plans

August 17, 2017 @ 11:00 am - 11:30 am EDT

New research from ITSMA and the ABM Leadership Alliance digs into the three types of account-based marketing that companies are developing to strengthen near-term results and longer term strategy: One-to-one, one-to-few, and one-to-many.

As the research demonstrates, all three types are generating substantial ROI but there are important differences in how companies are working with the different approaches. Few companies are implementing all three types today, but a growing number are experimenting with at least two and a majority of practitioners have plans to extend ABM coverage with a tiered approach in 2018 and beyond.

Join ITSMA’s Rob Leavitt and Demandbase’s Jessica Fewless for a sneak peek and fast-paced discussion of some initial findings from the new research before we release a full report. The webcast will highlight similarities and differences across the three types on such issues as targeting new vs. existing accounts, average marketing spend per account, marketing and sales collaboration, top marketing tactics, and metrics.



Rob Leavitt

Senior Vice President, rleavitt@itsma.com

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.

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Jessica Fewless

Vice President, ABM Strategy & Field Marketing, Demandbase

Jessica is a highly-regarded thought leader in the B2B marketing space, having coached hundreds of companies, from large enterprises to agile startups, on shifting to the account-based approach. Informed by those discussions, she’s created over 20 hours of ABM Certification curriculum to help all B2B marketers learn the basics and best practices for building successful ABM strategies. Jessica is uniquely positioned to offer advice on ABM adoption, sharing firsthand learnings from how she’s helped pioneer its usage at Demandbase. Prior to Demandbase, Jessica held roles in product and partner marketing at Autodesk and Adobe, and in development and fundraising for a variety of local non-profits.

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