"Advanced ABM” moves beyond the basics of personalizing campaigns for priority accounts with an emphasis on continuous innovation and improvement. Today’s pioneers are tomorrow’s laggards if they’re not constantly testing the boundaries of what works and what’s next. So, what’s next for Advanced ABM? What’s working now for the most effective ABM programs, and how are they innovating to stay at the forefront of strategies and tactics amid constant market change? Join the ABM Leadership Alliance and ITSMA for a fast-paced discussion of the latest thinking and action for advancing ABM impact. Learn from our expert panel as they explore: How should you invest in new ABM approaches to accelerate the growth of your most important customers and prospects? What strategies and tactics might no longer work? What types of experiments might open entirely new ways to engage?

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Advancing ABM:
Strategies and Tactics for
Innovation and Growth
Rob Leavitt, SVP Consulting, ITSMA(moderator)
Tessa Barron, VP of Marketing, ON24
Charm Bianchini, Sr. Director of Demand Generation, Drift
David Fortino, Chief Strategy Officer, NetLine
Cassandra Jowett, Sr. Director of Marketing, PathFactory
Sandra Freeman, VP, Strategic Marketing, Demandbase
Christine Maxey, Director of Revenue Operations, LeanData
Marne Reed, Chief Evangelist, Brand Experiences, PFL
Jesse Walsh, Manager, Segment Marketing, Vidyard
ITSMAAT LARGE Webcast
May 20, 2021
@ITSMA_B2B
@ABMLA1
#AdvancedABM

2. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 2
Panelists
Moderator
Rob Leavitt
SVP Consulting
ITSMA
Tessa Barron
VP of Marketing
ON24
Charm Bianchini
Sr. Director of Demand
Generation
Drift
David Fortino
Chief Strategy Officer
NetLine
Cassandra Jowett
Sr. Director of Marketing
PathFactory
Sandra Freeman
VP, Strategic Marketing
Demandbase
Christine Maxey
Director of Revenue
Operations
LeanData
Marne Reed
Chief Evangelist
Brand Experiences
PFL
Jesse Walsh
Manager, Segment Marketing
Vidyard

3. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 3
Housekeeping
• Slides and replay available after the
Webcast
• Use the Q&A tool (Questions tab) to
submit questions; we’ll get to as
many as we can
• If you’re tweeting:
• #AdvancedABM
• @ITSMA_B2B
• @ABMLA1

4. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 4
Today’s agenda:
Seven areas for innovation and growth
• Defining and measuring success
• Account focus and coverage
• Sales collaboration
• Rethinking content
• Rethinking digital experience
• Deepening account insight
• Rethinking the team
• And more!

5. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 5
Defining and measuring success
Sandra Freeman
VP, Strategic
Marketing
Demandbase
Marne Reed
Chief Evangelist
Brand Experiences
PFL

6. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 6
Account focus and coverage
Cassandra Jowett
Sr. Director of Marketing
PathFactory
Christine Maxey
Director of Revenue Operations
LeanData

7. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 7
Sales collaboration
Tessa Barron
VP of Marketing
ON24
Jesse Walsh
Manager, Segment Marketing
Vidyard

8. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 8
Lessons learned from the past year
LIGHTENING ROUND
Tessa Barron
VP of Marketing
ON24
David Fortino
Chief Strategy Officer
NetLine
Cassandra Jowett
Sr. Director of Marketing
PathFactory
Sandra Freeman
VP, Strategic Marketing
Demandbase

9. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 9
Rethinking
content
David Fortino
Chief Strategy Officer
NetLine
Cassandra Jowett
Sr. Director of Marketing
PathFactory
Marne Reed
Chief Evangelist
Brand Experiences
PFL

10. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 10
Rethinking digital experience
Jesse Walsh
Manager,
Segment Marketing
Vidyard
Tessa Barron
VP of Marketing
ON24
Charm Bianchini
Sr. Director of
Demand Generation
Drift

11. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 11
Most exciting new tactic
LIGHTENING ROUND
Charm Bianchini
Sr. Director of
Demand Generation
Drift
Christine Maxey
Director of Revenue
Operations
LeanData
Marne Reed
Chief Evangelist
Brand Experiences
PFL
Jesse Walsh
Manager,
Segment Marketing
Vidyard

12. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 12
Deepening account insight
David Fortino
Chief Strategy Officer
NetLine
Sandra Freeman
VP, Strategic
Marketing
Demandbase

13. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 13
Rethinking
the team
Charm Bianchini
Sr. Director of
Demand Generation
Drift
Christine Maxey
Director of Revenue
Operations
LeanData

14. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 14
Closing thoughts!

15. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 15
Thanks to our Panelists!
Moderator
Rob Leavitt
SVP Consulting
ITSMA
Tessa Barron
VP of Marketing
ON24
Charm Bianchini
Sr. Director of Demand
Generation
Drift
David Fortino
Chief Strategy Officer
NetLine
Cassandra Jowett
Sr. Director of Marketing
PathFactory
Sandra Freeman
VP, Strategic Marketing
Demandbase
Christine Maxey
Director of Revenue
Operations
LeanData
Marne Reed
Chief Evangelist
Brand Experiences
PFL
Jesse Walsh
Manager, Segment Marketing
Vidyard

16. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 16
Research
Education
Advisory
Community
Learn more at itsma.com and abmleadershipalliance.com

17. ITSMA AT LARGE Webcast | Advancing ABM: Strategies and Tactics for Innovation and Growth | EV210520 © 2021 ITSMA & ABMLA. All rights reserved. www.itsma.com 17
Thank You!
Rob Leavitt
Senior Vice President, Consulting
ITSMA
E rleavitt@itsma.com
W +1 781-862-8500, x120
T @RobLeavitt
LinkedIn.com/in/rleavitt