The webcast presented insights on account-based marketing (ABM) strategies, showcasing the evolution and maturity of ABM programs among organizations. Key topics included aligning ABM with business priorities, improving sales collaboration, and integrating ABM with demand generation initiatives. Panelists shared successful tactics, metrics for measuring ABM effectiveness, and challenges related to personalizing marketing efforts for target accounts.

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Accelerating ABM Impact:
What’s Working, What’s Next
Presented by ITSMA and the ABM Leadership Alliance
March 31, 2020
#AcceleratingABM

2. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 2#AcceleratingABM
What’s working and what’s next:
Learning from our peers

3. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 3#AcceleratingABM
Meet our panelists
Chad Blaise
Head of Channels & Growth
Bizzabo
Moderator:
Rob Leavitt
SVP, Consulting
ITSMA
@RobLeavitt
Charm Bianchini
VP Growth Marketing
LeanData
Christine Farrier
Senior Director
Channel and Partner
Marketing
Demandbase
Tara Cabral
Director of
Segment Marketing
Vidyard
Eric Martin
VP of Demand Generation
SalesLoft
Megan Heuer
VP of Marketing
Engagio
Cassandra Jowett
Sr. Director, Marketing
PathFactory
Marne Reed
Chief Evangelist
PFL
Jane Menyo
Sr. Director,
Solutions Marketing
ON24

4. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 4#AcceleratingABM
Housekeeping
• Slides and replay available after
the webcast
• Use the question tab to submit
questions
• If you’re tweeting:
#AcceleratingABM
@ITSMA_B2B
@ABMLA1

5. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 5#AcceleratingABM
Moving to ABM Maturity: Numerous ABM programs
have moved well beyond initial experimentation
EMBEDDED
Driving strategic
growth
EXPERIMENTING
Piloting, measuring, and
refining your approach
EXPLORING
Planning your
ABM strategy
EXPANDING
Increasing account
coverage
10% 43% 30% 17%
ITSMA’s ABM Adoption Model: Four Stages of Adoption
Source: ITSMA and ABM Leadership Alliance, 2019 ABM Benchmark Study, October 2019 | % of Respondents (N=141)

6. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 6#AcceleratingABM
Aligning ABM with business priorities: What now?
Growing business
with existing accounts
Selling to new accounts
Supporting specific major
opportunities or deals
Changing perception/
strengthening reputation
with targeted accounts
Entering new markets/
selling to new types of buyers
4.1
4.0
3.7
3.7
2.9
1=Not at all
important
Mean rating 5=Our most
important
Source: ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmark Survey, 2019

7. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 7#AcceleratingABM
Working with Sales: Essential… but needs work?
ABM programs are closely aligned
with our sales coverage model 4.1
ABM marketers work hand-in-hand
inside sales (e.g., BDRs/SDRs) 3.8
We are completely satisfied with
marketing and sales collaboration 3.2
Note: Mean rating based on a 5-point scale where 1=Strongly disagree and 5=Strongly agree.
Source: ITSMA and ABM Leadership Alliance, 2019 ABM Benchmark Study, October 2019

8. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 8#AcceleratingABM
Integrating ABM with Demand Gen:
What’s the right fit?
Demand
Generation
Programs
One-to-One
ABM
One-to-Few
ABM
One-to-Many
ABM

9. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 9#AcceleratingABM
Lightning Round!
Favorite
recent
success

10. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 10#AcceleratingABM
Developing integrated campaigns: What’s working?
Q1 Q2 Q3 Q4
Account microsite to support campaign/Issues-based segment microsite to support clusters
Customized
Webinar #Topic 1
ABM workshop
Channel relationships
ABM Kickoff
calls/meetings
Sponsored Activity
Customized
Webinar #Topic 2
Account insight or
cluster development;
account engagement
Persona development/Stakeholder mapping
Define account/cluster value proposition
Sales channel toolkit—presentation, battlecard, infographics, videos, case studies
Event/hospitality Event/hospitality
Digital: Display ads/LinkedIn/Social: Regular reuse of role-based content: Thought leadership (matched).
Message changes each quarter. When possible: company name or logo in ad.
Content Syndication: Focus on different publications for different roles. Use content matched to interests.
‘Thought Leadership’: customized to account; ABM clusters matched to key topics. Each quarter content is selected based
on issues. In One-to-Few ABM, customize final 10-20% for target accounts/clusters
Newsletter—Quarterly. Leverage content from the vertical segment/microsite/webinars. Coordinate governance with
vertical teams on sending out messages for separate weeks during the month, via Eloqua.
Customer interview
Top ABM Tactics
• Thought leadership
• Email marketing
• Roadshows and events
• Paid social media
• Targeted advertising
• Executive relationship
programs
Source: ITSMA and ABM Leadership
Alliance ABM Benchmark Survey, 2019

11. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 11#AcceleratingABM
Creating compelling content: What’s next?
Individuals
Accounts
Industries
Core theme Digital
Trust
Financial
Services
Citibank
CTO
JP Morgan
Chase
CIO
Health
Care
UHG
CIO
Retail
CVS
CMO

12. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 12#AcceleratingABM
Delivering personalized experiences:
Ensuring quality and consistency?
Visited website
34%
Online event
31%
Watched a video
35%
Phone/conf call
47%
Read email
49%
Read white paper or case study
31%
Group meeting/briefing
38%
One-on-one expert meeting
41%
One-on-one sales meeting
38%
% of respondents (N=406)
Note: Multiple responses allowed.
Source: ITSMA, How Executives Engage Survey, 2019
In the last three months,
in which of the following
ways have you engaged
with solution providers?
One-on-one senior executive meeting
36%
TOP ABM
CHALLENGE
Personalizing and tailoring our marketing to the key contacts
at each account

13. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 13#AcceleratingABM
Lightning Round!
Mistakes
to avoid?

14. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 14#AcceleratingABM
Investing in systems and tools: How to prioritize?
Top Planned Additions
• Predictive
• ABM Platform
• Business Intelligence
• Testing and Optimization
Source: ITSMA and ABM Leadership Alliance ABM Benchmark Survey, 2019

15. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 15#AcceleratingABM
Leveraging data and insight: From input to action?

16. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 16#AcceleratingABM
Measuring what matters most: Time to rethink?
Top ABM metrics
• Pipeline growth
• Revenue growth
• Engagement
• Total revenue tied to ABM
• Win rate/deals closed
Source: ITSMA and ABM Leadership Alliance ABM Benchmark Survey, 2019

17. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 17#AcceleratingABM
Closing
thoughts:
Working
through the
uncertainty

18. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 18#AcceleratingABM
+Thanks for joining us!
Chad Blaise
Head of Channels &
Growth
Bizzabo
Moderator:
Rob Leavitt
SVP, Consulting
ITSMA
@RobLeavitt
Charm Bianchini
VP Growth Marketing
LeanData
Christine Farrier
Senior Director
Channel and Partner
Marketing
Demandbase
Tara Cabral
Director of
Segment Marketing
Vidyard
Megan Heuer
VP of Marketing
Engagio
Cassandra Jowett
Sr. Director, Marketing
PathFactory
Eric Martin
VP of Demand Generation
SalesLoft
Jane Menyo
Sr. Director,
Solutions Marketing
ON24
Marne Reed
Chief Evangelist
PFL

19. ITSMA Webcast | Accelerating ABM Impact: What’s Working, What’s Next | March 31, 2020 | OLB200331 © 2020 ITSMA. All rights reserved. www.itsma.com 19#AcceleratingABM
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