This document summarizes a panel discussion on optimizing technology for account-based marketing acceleration. The panel discusses key questions around how technology fits into the ABM process and strategy, how to build a strong tech foundation, how to create compelling customer experiences, how marketing and sales can collaborate using technology, managing ABM data, and the role of artificial intelligence. The panelists represent organizations that provide ABM technology solutions and advisory.

1. Turbocharging ABM:
Optimizing the Tech Stack for
Account-Based Acceleration
Rob Leavitt, Senior Vice President,ITSMA (Moderator)
John Dering,Senior Director,ABM Technology and Strategy,Demandbase
Sandra Freeman,Head of Strategic Marketing,Engagio
Elle Woulfe,VP Marketing,PathFactory
BrightTALK Summit: Disruptive Marketing Technology
April 10,2019
#ABM
#martech

2. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 2
Housekeeping
• Check the attachments tab for
today’s slides and more
• Use the question tab to submit
questions; we’ll reply after the
webcast
• If you’re tweeting:
• #ITSMA
• #ABM
• #martech

3. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 3
Today’s panelists
Rob Leavitt
Senior Vice President
ITSMA
(Moderator)
@Robleavitt
John Dering
Senior Director
ABM Technology
and Strategy
Demandbase
@D_Rang
Sandra Freeman
Head of Strategic
Marketing
Engagio
@SandraKFreeman
Elle Woulfe
VP Marketing
PathFactory
@ellehwoulfe

4. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 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
Source: ITSMA research studies, 2017-2018
28%
FY2018
(N=99)
ABM as a
percentage
of the total
marketing
budget

5. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 5
We’re investing in ABM because it works!
Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018
Greater customer
success
More references
and advocates
Collaborative innovation
for new solutions
67%
66%
57%
45%achieving more than double
the ROI from ABM
77%achieving 10% or greater
ROI from ABM

6. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 6
But we’re still just getting started!
Source: ITSMA and ABM Leadership
Alliance, 2018 ABM Benchmark Study,
October 2018
How long have you had
an ABM Program?
% of respondents
(N=127)
1–2 years
3 years
or more
52%
32%
17%
Less
than
1 year
1–2 years
3 years
or more

7. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 7
How can
technology help?

8. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 8
Optimizing the tech stack for ABM:
Key questions to consider
• Where does technology fit into ABM
strategy and process?
• How do I build the right foundation?
• How can we create the most
compelling customer experience?
• How can we orchestrate marketing
and sales collaboration?
• How do we deal with all the data?
• Is AI going to do it all for us?

9. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 9
Tech for ABM:
Where does it fit?
© ITSMA 2019
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM
1
Knowing what is driving
the account
2
Playing to the
clients’ needs
3
Mapping and profiling
stakeholders
4
Developing targeted
value propositions
5
Planning integrated sales
and marketing campaigns
6
Executing integrated sales
and marketing campaigns
7
Evaluating results and
updating plans
Which accounts,
How many,and
In what groups?

10. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 10
Building the ABM tech foundation:
What matters most?
Note: Multiple responses allowed.
Source: ITSMA and ABM
Leadership Alliance, 2018 ABM
Benchmark Study, October 2018
Marketing automation
(for lead management/nurturing)
Digital advertising and retargeting
Insight (to gather market, account,
and stakeholder intelligence)
Website personalization
(to serve relevant content)
Lead to account matching
Direct/dimensional mail (to integrate
personalized direct mail into digital marketing)
Contact data/predictive vendors
(to find relevant contacts at accounts)
Predictive analytics tools/best fit/intent/
propensity to purchase (for account selection)
Content management
Business intelligence/ABM data aggregators
(to measure and track results by account)
Social listening
Orchestration (for intelligent account plans
across teams and channels)
Chat bots/conversational interfaces
71
66
51
41
37
37
35
33
31
29
20
15
15
Which types of
technology
platforms do you
currently use to
support your ABM
programs?
% of respondents
(N=121)

11. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 11
Creating compelling experiences:
Investing in the right tools
Digital ads/
content retargeting
Email/direct mail
marketing
Web
personalization
Roadshows/
events
Sales meetings
and briefings
Targeted thought
leadership

12. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 12
Orchestrating marketing and sales collaboration:
Whose platform to use?
Account-Based Orchestration?
Marketing
Automation
CRM

13. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 13
Managing endless data: What’s the right approach?
• Selecting the right accounts
• Understanding account dynamics
• Engaging with key stakeholders
• Assessing account and program
impact
• Integrating tools and systems
• Sharing the insight

14. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 14
Account insight
Measuring ABM
success/attribution
Account/cluster selection
Executing integrated
campaigns
Stakeholder profiling
Planning integrated
campaigns
Targeted play (offer)
development
Targeted value proposition
development
For which ABM processes
are you most likely to use
artificial intelligence to
drive more impact over
the next 2–3 years?
% of respondents
(N=133)
Note: Up to three responses allowed.
Source: ITSMA and ABM Leadership
Alliance, 2018 ABM Benchmark Study,
October 2018
61
43
41
33
29
17
16
13
AI and ABM:
What’s now,what’s next?

15. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 15
Final thoughts: Tweetable takeaways!
Rob Leavitt
@Robleavitt
@ITSMA_B2B
John Dering
@D_Rang
@Demandbase
Sandra Freeman
@SandraKFreeman
@engagio
Elle Woulfe
@ellehwoulfe
@Pathfactory
#ITSMA #ABM #martech

16. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 16
Research
Education
Advisory
Community
Learn more at itsma.com
Event Date Type Location
MEA Webcast Series: IBM’s ExpertAdvice
Program
April 11 Webcast Online
MEA Webcast Series: Cognizant Answers
the Question…What To Do When
Machines Do Everything?
April 18 Webcast Online
Digitizing Marketing for Deeper
Engagement and Personalization
April 24 Webcast Online
MEA Webcast Series: No Marketer Left
Behind
April 30 Webcast Online
2019Marketing Leadership Forum May 21–22 Global
forum
Napa, CA
ITSMA 4th Annual ABM Forum June
19–20
Forum London,
UK
ITSMA Account-Based MarketingSM Certification
and Mentoring Program—Kickoff Workshop
June
19–20
Workshop Boston, MA
MARKETING VISION 2019| MIT Samberg
Conference Center | Annual Conference &
Marketing Excellence Awards Ceremony
October
14−16
Global
conference
Cambridge,
MA
Visit www.itsma.com/events/Visit www.itsma.com/research/

17. BrightTALK Summit: Disruptive Marketing Technology | Turbocharging ABM | April 10, 2019 | EV190410 © 2019 ITSMA. All rights reserved. www.itsma.com 17
Continue the conversation!
Rob Leavitt
Senior Vice President
ITSMA
rleavitt@itsma.com
John Dering
Senior Director
ABM Technology and Strategy
Demandbase
jdering@Demandbase.com
Sandra Freeman
Head of Strategic Marketing
Engagio
sandra@engagio.com
Elle Woulfe
VP Marketing
PathFactory
elle@pathfactory.com