Strategies for Maximizing Account Based Marketing

AMA Philadelphia

This facilitated discussion will review tactics, techniques, and technologies how marketers can upgrade their account based marketing.

According to the AMA, Account-Based Marketing (ABM) continues to be a buzz word in B2B marketing. While the concept is good, like many popular trends, organizations treat ABM as tactical execution instead of a business strategy. ABM success depends on a compelling story that targets key, high-value audiences and encourages them to take action.To successfully execute ABM, marketers need to understand the strategic way to adopt and implement an Account Engagement Strategy. Instead of looking at ABM as something that runs parallel to your marketing efforts, an Account Engagement Strategy becomes central to how your company goes to market. The goal is to focus on the account first before a lead. Program attendees will learn from experts in the field about how to:<ul><li>Understand the role and potential benefits of implementing ABM</li><li>Plan and propose ABM, or changes to current processes, to Sales teams</li><li>Evaluate and select tools to ensure success with ABM</li><li>Maximize the use of ABM-specific software</li><li>Minimize push-back on implementation from Sales team members</li><li>Demonstrate and leverage effectiveness with current and new clients </li></ul>

Panelist bios: Hussam Almukhtar - Sr Dir of Strategic Marketing, ZoomInfoHussam AlMukhtar is the Sr. Director of Strategic Marketing at ZoomInfo, the world leading sales and marketing intelligence platform. An Account-Based Marketing practitioner and Marketing technologist, Hussam leads a team of marketers executing account-based marketing campaigns targeting Fortune 500 companies. An Engineer by education, he has been running Enterprise Marketing, traditional demand generation, digital advertising, and marketing operations teams for the past 8 years. Amber Bogie - Director of Demand Generation, Plug Power Amber has built out a Demand engine for the company’s Sales and Marketing organization that is supporting Plug Power’s Go to Market Team. An award-winning ABM &amp; ABX Marketing Director, with several successful implementations under her belt, Amber has spent the last 5 years focusing on strategic implementations of Account Based Marketing. She is an active member of the PEAK community and co-leads an emerging CMO circle. Jen Leaver - Senior Global ABM Manager, BazaarvoiceJen leads global ABM strategy at Bazaarvoice – a B2B SaaS company that powers brands and retailers to collect and display UGC across their e-Commerce ecosystem. An award-winning ABM strategist, Jen is a thought leader on aligning sales and marketing teams to grow strategic accounts through innovative ABM programs. A guest on industry leading B2B Marketing podcasts, Jen co-leads the Emerging CMOs circle on all things ABM in the Peak Community. Mark Sekula - Senior Marketing Manager, Astrix Technology, LLCMark currently leads Marketing for the Quality Services area at Astrix Technology Group. During is 20+ years in various Marketing leadership roles at technology companies, Mark has been involved in the planning and successful execution of both traditional and Account-Based Marketing programs. A volunteer with the Philadelphia AMA, his career spans roles with IBM, Oracle, Tata Consultancy Services, as well as multiple smaller organizations.Moderator: Matthew Roberts, Sr. Strategist, SwiftwardMatt is Principal Consultant at Swiftward, providing strategic planning, market penetration, expansion, and engagement programs to client companies. A past president of AMA Philadelphia, he is a recipient of two AMA Marketer of the Year Awards for Excellence in both Customer Specific Marketing and Corporate Branding. He has led agency and employer teams to success with emerging, established, and blockbuster brands, and guest lectures in Marketing at Philadelphia-area universities.