Scaling and Optimizing Account-Based Marketing: Is Your ABM Program Set For Success? [Webcast]

  • Author(s) Bev Burgess, Eileen Egan-Cammarata and Eric Martin
  • Published November 12, 2019
  • 34 Pages
  • Category Engagement & Advocacy, Hot Topics
  • Type Member Research
  • 34 Pages
  • .PDF Format

What are the most important ingredients for ABM success? As companies move from pilots to scale, what are the essential components for program expansion and excellence? What are the must-haves for program optimization?

Building on the latest ITSMA research with industry leaders, this webcast explores the seven key dimensions that companies need to develop in building a flourishing ABM program:

  • Strategic & sales alignment
  • Objectives & metrics
  • Account selection & segmentation
  • Content & campaigns
  • Program operations & resources
  • Data, analytics, & insight
  • Technology infrastructure

Led by ITSMA’s ABM guru Bev Burgess, the webcast also features two inspirational ABM-ers and 2019 winners in ITSMA’s Marketing Excellence Awards’ ABM category: Eileen Egan-Cammarata, Senior Director, ABM, Verticals and Strategic Partner Marketing, Red Hat (diamond winner) and Eric Martin, Vice President, Account-Based Marketing, SAP North America (gold winner). Learn the keys to their successful, award-winning programs.

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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