ITSMA's Account Based Marketing Council Overview
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ITSMA's Account Based Marketing Council Overview

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ITSMA’s Account Based Marketing (ABM) Council is comprised of senior-level marketing professionals focused primarily on designing and building their company’s ABM program. The Council is a peer ...

ITSMA’s Account Based Marketing (ABM) Council is comprised of senior-level marketing professionals focused primarily on designing and building their company’s ABM program. The Council is a peer network designed to raise the bar for developing, marketing, and selling an integrated ABM Program through best practice knowledge sharing and research.

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    ITSMA's Account Based Marketing Council Overview ITSMA's Account Based Marketing Council Overview Presentation Transcript

    • Jeff Sands | Vice President and ABM Practice Lead | ITSMA
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 2 Overview ITSMA’s Account Based Marketing (ABM) Council is comprised of senior-level marketing professionals focused primarily on designing and building their company’s ABM program. The Council is a peer network designed to raise the bar for developing, marketing, and selling an integrated ABM Program through best practice knowledge sharing and research.
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 3 Council Objectives  Creating a knowledge community to facilitate networking among marketing executives dedicated to growing their ABM Programs  Applying the 1−1 principles of ABM to relevant other marketing strategies and programs  Sharing best practices with other participating companies on critical challenges associated with planning and implementing ABM  Creating working groups to develop ABM thought leadership, benchmarking and research  Setting industry standards on selected practices and issues related to ABM
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 4 ABM Council Members AMB Council members are:  Employed at an ITSMA participating company  Senior-level marketing professionals with significant experience in and influence over their company’s ABM Program  Passionate about improving their company’s ability to develop, build and manage an effective Corporate ABM Program The Council is limited to 12 members and is by invitation only
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 5 Membership Criteria and Guidelines  ITSMA Annual Corporate Program—Council members must represent companies that are corporate clients of ITSMA.  Position—All members must hold senior-level positions in their organizations and have significant influence over their company’s ABM program.  Attendance—All members must attend at least one teleconference meeting and one face-to-face meeting per year. Members may not send delegates in their place unless: – They are presenting as subject matter experts, or – Are approved in advance by ITSMA and the attending council members.  Participation—All contributors are expected to participate actively in the Council. This includes: – Actively participating in Council research projects, and – Leading or collaborating on a Council subcommittee, and/or – Making a presentation and/or leading a discussion at a Council meeting.  Confidentiality—Council meetings are organized to encourage open discussion without concern for personal or company reputation. Council participants and ITSMA itself are free to use the information received at Council meetings, but not to reveal the identity or company affiliation of the speaker(s) or any other participant.  Invitation Only—The Council is limited to 12 companies, with vacancies filled by invitation only. ITSMA is responsible for extending membership invitations. Eligibility for Council membership includes the following:
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 6  ITSMA’s ABM Council will cover a wide range of topics recommended by Council members. Some of the issues to be addressed during meetings and through research include: – ABM Adoption Model (continuing activity) – Pushing the Envelope on ABM Sophistication – Marketing and Social Media—ABM applications – Sales and Marketing Collaboration – Communicating the Value of ABM internally and externally – Other topics and issues raised by council members  In addressing these topics, participants benefit from: – New thought leadership on account- based marketing based on primary and secondary research – Peer learning and best practice sharing (including Council participant presentations) – One to two in-person meetings, two+ teleconference meetings – Participation in Council subcommittees, research, and tasks Program and deliverables
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 7 Council Priorities for 2013 Pushing the Envelope on ABM Sophistication  What’s new?  What successes can we learn from? Applying Marketing Automation and Technology tools to ABM An ABM Benchmark Study Update Balancing the Offshore and Local ABM resources for research and shared marketing services
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 8 Council Meetings and Promotion Council Meetings  Four scheduled meetings will be held with two in-person meetings and two teleconference meetings per year  ITSMA organizes each meeting based on input and content contributions from Council participants Council Promotion  ITSMA includes general information about the ABM Council and its activities on the ITSMA website, including a list of companies represented on the Council  Individual Council members are not identified by name except to others within their company
    • ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 9 Contact Jeff Sands Vice President and ABM Practice Lead ITSMA jsands@itsma.com +1-781-862-8500, Ext. 111