This free event is now available for on-demand registration and access through May 18, 2022. Once registered, the on-demand content will become available.
Account-based marketing is an end-to-end revenue strategy where marketing, sales, and customer success focus on pre- and post-sales accounts that are best fit customers. This happens through tactics like account targeting, multi-channel engagement, taking action on data, and measuring what works best. In other words, it’s just smarter, more efficient, and more effective marketing. This series will help you get started with a simple framework for ABM success!
Sessions Include:
Monday, February 14 – An Introduction to ABM and the T.E.A.M. Framework
Tuesday, February 15 – Selecting your Best-Fit Accounts to Kick Off Your ABM
Wednesday, February 16– A Multi-Channel Approach to Reach Your Target Accounts
Thursday, February 17 – Marketing & Sales Alignment: The Key to ABM Success
Friday, February 18 – The 411 on Measuring ABM Success from Day One
“Coffee Breaks” Schedule
An Introduction to ABM and The T.E.A.M. Framework
Presenter: Auseh Britt, Vice President, Growth Marketing, Terminus
The results are in: marketing teams who execute personalized campaigns with more relevant content, messaging, and insight prove to be the most successful. Luckily, Account-Based Marketing, or ABM for short, is a strategy that any marketing team can tackle, no matter their size, industry, or level of experience! To kick off our Coffee Break series, we’re going to dive into an introduction of ABM and something we call the T.E.A.M. Framework. With this knowledge, you’ll be all set to launch your own ABM strategy in no time! First, let’s take a quick look at the concept of ABM, where it all started, and where we see it going in the future.
Presenter: Stephanie Kelly, Senior Director, Marketing, Terminus
Before you run with your own ABM game plan, it’s crucial to first identify who your target audience is now and which accounts best fit within that audience. In other words, who do you see as most likely to be interested in and purchase your offering? During this session, we’ll discuss how to select your most pertinent and relevant accounts and how you can connect all of your data in one place to easily create and manage segmented lists of these accounts.
Presenter: Auseh Britt, Vice President, Growth Marketing, Terminus
Our Coffee Break series of webinars continues with a discussion about how to successfully get your brand in front of the accounts you’ve identified and their key stakeholders, no matter where they are. Hint: it’s all about pursuing the right channels that provide the best opportunity to communicate your brand and offering effectively and efficiently. In this session, you’ll learn more about how to construct a multi-channel strategy, including display and LinkedIn advertising, retargeting, conversational marketing, web personalization, and email signature marketing.
Presenter: Kristen Rauch, ABM Manager, Terminus
Congratulations! You’ve successfully identified the right target accounts and the channels that you’ll utilize to connect with them to get your ABM strategy up and running. What happens next? The truth is that the steps you’ve already taken to become a guru at ABM won’t mean much unless you connect the right stakeholders in your business to bring ABM to life! In this session, we’ll discuss the benefits of bringing marketing, sales, customer success, and your executive leadership teams together through connected data.
Presenter: Stephanie Kelly, Senior Director, Marketing, Terminus
Now that everyone at your company is on board with your future ABM success, the last and perhaps most important step in the process is measuring that success. It’s important to understand how your revenue team is creating, accelerating, and closing more pipeline initially sourced from your ABM efforts. We’ll conclude our Coffee Break series with a conversation about how carefully measuring your ABM execution and performance can go a long way towards optimizing your future campaigns so your strategy can grow alongside your company’s bottom line!
Auseh Britt
Vice President, Growth Marketing, Terminus
Kristen Rauch
ABM Manager, Terminus
Stephanie Kelly
Senior Director, Marketing, Terminus