The document appears to be an agenda for an ABM conference. It lists Peter Isaacson as the Chief Marketing Officer and host from Demandbase. The agenda includes keynote speakers from Demandbase, Salesforce Pardot, Cognizant and a magician. Session tracks are scheduled throughout the day covering topics like measuring ABM campaigns. An evening reception is planned from 5:15-7:15pm. The document provides an overview of the scheduled events and speakers for the ABM conference.

1. PETER ISAACSON
CHIEF MARKETING OFFICER | DEMANDBASE

3. THE ABM CATEGORY

4. FORRESTER RESEARCH
ABM PLATFORM WAVETM

6. PLATINUM SPONSOR
MEDIA PARTNERS
GOLD SPONSORS
SILVER SPONSORS

7. AGENDA
9:00 AM – 10:30 AM Keynotes
10:45 AM – 11:30 AM Tracks: Session 1
11:45 AM – 12:30 PM Tracks: Session 2
12:30 PM – 1:45 PM Lunch
1:45 PM – 2:30 PM Tracks: Session 3
2:45 PM – 3:30 PM Tracks: Session 4
3:45 PM – 5:15 PM Keynotes
5:15 PM – 7:15 PM Evening Reception

8. MORNING KEYNOTES
Chris Golec
Founder & CEO,
Demandbase
Mike Kostow
SVP & GM,
Salesforce Pardot
Mark Bowden
Body Language Expert
and President,
TRUTHPLANE
AFTERNOON KEYNOTES
Malcolm Frank
EVP, Strategy & Marketing,
Cognizant
Justin Willman
Magician/Comedian

9. CHRIS GOLEC
FOUNDER & CEO | DEMANDBASE

11. INNOVATION

12. 1990s 2000s 2010s Today
EVOLUTION OF B2B ADVERTISING

13. Why the heck are you
spending your money
advertising to me on
the Detroit News
web site?
I am never going to
buy your software.
Love, Mom

14. ACCOUNT-BASED
ADVERTISING
1990s 2000s 2010s Today
EVOLUTION OF B2B ADVERTISING

15. “BUT I DON’T WANT TO
REACH THE JANITOR!”

16. INTENT-BASED
ADVERTISING
ACCOUNT-BASED
ADVERTISING
1990s 2000s 2010s Today
EVOLUTION OF B2B ADVERTISING

19. High Intent
Buyers/
Influencers
Total Addressable Market
Target Account List
IP-based Identification
High Intent Accounts
Intent-based Identification
REACHING
THE
BUYING
COMMITTEE

20. Initial
research
Social
network
Social
media
First
website
visit
Competitive
site visits
Buying
committee
research
Form fill/
Hand-raise/
Demo request
Pipeline
Customer
INTEREST
Evaluation
TYPICAL B2B BUYERS JOURNEY
ANONYMOUS KNOWN

21. MEASURING ABMMEASURING ABM

22. MEASURING CAMPAIGNS, CHANNELS AND VENDORS

23. LONG-TERM SUCCESSLONG-TERM SUCCESS

24. ADTECH
MARTECH
SALESTECH
ACCOUNT

25. Cisco
EventsFirmographicsIntent Site Activity
INSIGHTS
Contacts AlertsCRM Audience
ACTIONS

26. ABM MEETS MARKETING AUTOMATION

27. To MAS
To ABM
ü Account Nurture (email)
ü Account Attribution
ü Account Scoring
ü Advertising
ü Intent Segments
ü Account 360
ABM MEETS MARKETING AUTOMATION