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The ABM Leadership Alliance and ITSMA have joined forces to bring you one full day of actionable content and ABM case studies designed to help you optimize and expand your ABM programs in 2018.

Marketing

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 2
About ITSMAAnd ABM Leadership Alliance
Research
Education
Advisory
Community

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 3
Get Social
@ABMLA1 @ITSMA_B2B
#OptimizingABM

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 4
The incredible rise of
account-based marketing
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 5
87
Why ABM?
of companies say
ABM delivers higher ROI
than other types of marketing
(N=55)
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017
%
üBuyers demand relevance
üImproved ability to target
üAvailable tools and technologies
üIt works!

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 6
As ABM has taken off, three distinct types
have emerged
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
Creating and executing highly-customized
programs for individual accounts
Creating and executing lightly-customized
programs for clusters of accounts with similar
issues and needs
Leveraging technology to tailor and
personalize marketing campaigns for specific,
named accounts at scale
Source: ITSMA

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 7
ABM’s Next Move:
Moving to a Blended Approach
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
Growth, innovation, and advocacy with key accounts
Extended coverage with top and second tier
Broad coverage across new and existing segments
Source: ITSMA

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 8
The Great ABM Opportunity
• Drive the Three R’s of strategic marketing
• Close the marketing-sales divide
• Accelerate key customer initiatives
• Elevate the role of marketing

AGENDA
§ 9:00 AM−9:15 AM Welcome—Dave Munn, ITSMA
§ 9:15 AM−10:00 AM Optimizing ABM Investment: The Case for a Blended Approach
Jessica Fewless, Demandbase & Rob Leavitt, ITSMA
§ 10:00 AM−10:30 AM Measuring and Communicating ABM Success
Erica Short & Patricia Rollins, CA Technologies
§ 10:30 AM−11:00 AM Selecting and Segmenting Target Accounts
Rudy Dillenseger, Microsoft
§ 11:00 AM−11:45 AM Designing and Managing Campaigns
Mat Rider, MongoDB & Scott Sobers, Teradata
§ 11:45 AM−1:00 PM Lunch and Birds of a Feather Discussions

AGENDA
§ 1:00 PM−1:30 PM Leveraging Personalization to Get Results
Chris Bondhus, Brightcove
Rose Morabito, Brightcove
§ 1:30 PM−2:00 PM Partnering with Sales
Amy Holtzman, Splash
§ 2:00 PM−2:45 PM Broadening and Deepening Your ABM Program
Amy Craven, SAP
§ 2:45 PM−3:30 PM Wrap up/Closing Session
Jessica Fewless, Demandbase & Rob Leavitt, ITSMA

ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 11
Thank You!
David C. Munn
President & CEO
ITSMA
dmunn@itsma.com
+1 781 862 8500, x117
@davidcmunn

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Welcome

1. + Optimizing ABM’s Impact: Priorities for 2018 and Beyond Dave Munn President, ITSMA ITSMAAccount-Based MarketingSM Forum | New York, NY | September 12, 2017 #OptimizingABM

2. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 2 About ITSMAAnd ABM Leadership Alliance Research Education Advisory Community

4. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 4 The incredible rise of account-based marketing 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

5. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 5 87 Why ABM? of companies say ABM delivers higher ROI than other types of marketing (N=55) Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey, July 2017 % üBuyers demand relevance üImproved ability to target üAvailable tools and technologies üIt works!

6. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 6 As ABM has taken off, three distinct types have emerged One-to-One ABM One-to-Few ABM One-to-Many ABM Creating and executing highly-customized programs for individual accounts Creating and executing lightly-customized programs for clusters of accounts with similar issues and needs Leveraging technology to tailor and personalize marketing campaigns for specific, named accounts at scale Source: ITSMA

7. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 7 ABM’s Next Move: Moving to a Blended Approach One-to-One ABM One-to-Few ABM One-to-Many ABM Growth, innovation, and advocacy with key accounts Extended coverage with top and second tier Broad coverage across new and existing segments Source: ITSMA

8. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 8 The Great ABM Opportunity • Drive the Three R’s of strategic marketing • Close the marketing-sales divide • Accelerate key customer initiatives • Elevate the role of marketing

9. AGENDA § 9:00 AM−9:15 AM Welcome—Dave Munn, ITSMA § 9:15 AM−10:00 AM Optimizing ABM Investment: The Case for a Blended Approach Jessica Fewless, Demandbase & Rob Leavitt, ITSMA § 10:00 AM−10:30 AM Measuring and Communicating ABM Success Erica Short & Patricia Rollins, CA Technologies § 10:30 AM−11:00 AM Selecting and Segmenting Target Accounts Rudy Dillenseger, Microsoft § 11:00 AM−11:45 AM Designing and Managing Campaigns Mat Rider, MongoDB & Scott Sobers, Teradata § 11:45 AM−1:00 PM Lunch and Birds of a Feather Discussions

10. AGENDA § 1:00 PM−1:30 PM Leveraging Personalization to Get Results Chris Bondhus, Brightcove Rose Morabito, Brightcove § 1:30 PM−2:00 PM Partnering with Sales Amy Holtzman, Splash § 2:00 PM−2:45 PM Broadening and Deepening Your ABM Program Amy Craven, SAP § 2:45 PM−3:30 PM Wrap up/Closing Session Jessica Fewless, Demandbase & Rob Leavitt, ITSMA

11. ITSMA + ABM Leadership Alliance Forum | Optimizing ABM’s Impact | September 12, 2017 | EV170912 © 2017 ITSMA. All rights reserved. www.itsma.com 11 Thank You! David C. Munn President & CEO ITSMA dmunn@itsma.com +1 781 862 8500, x117 @davidcmunn

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