ITSMA’s Dave Munn spoke at the Toronto ABM Summit as a featured speaker over the two-day event targeted to B2B sales and marketing leaders interested in taking a deeper dive into Account-Based Marketing.
Dave was a keynote speaker on the topic, The State of the ABM Profession, where he revealed ITSMA’s research on ABM spending, ABM talent and skills, and where ABM fits with other marketing priorities. He also discussed the move towards a blended approach to ABM (combining 1:1, 1:few, and 1:many programs), the latest trends in ABM technology and tools, and where ABM is headed in 2018 and beyond.
Accompanied by Malcolm Loro, Sr. Director, Americas Field Marketing, Ciena, Dave also spoke on the topic, Launching and Building an ABM Program: Lessons Learned from Ciena. This breakout session explored the key elements to launching and building an ABM program successfully. The discussion included the four stages of ABM evolution: Pilot, Build, Standardize, and Scale, and the characteristics at each stage. As the highlighted case study, Malcolm Loro shared insight and advice on Ciena’s launch and pilot of their ABM program in 2017.