Embed your ABM Program. Accelerate your Growth. [Webcast]

  • Author(s) Bev Burgess, Adrian Hardy, Nancy Harlan
  • Published April 21, 2020
  • 13 Pages
  • Category Engagement & Advocacy
  • Type Member Research
  • 13 Pages
  • .PDF Format

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.

In this webcast, ITSMA’s Bev Burgess explains the stages of adoption that program leaders need to navigate, and how to get the navigation right at each stage. She explores where most programs are today and what’s holding them back.

Special guests Adrian Hardy, Head of Global ABM, BT, and Nancy Harlan, Senior Director, Global Strategic Account Marketing, Qlik, join Bev to share stories of their own program’s evolution. Learn more about their journeys through ABM adoption—and take away concrete ideas on where to take your program next.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership