Tuesday, October 2, 2018
DMAnc Live Online Certification Workshop

(10:00 am – 12:00 pm PST)
  2018-10-2 10:00:00 2018-10-2 12:00:00 America/Los_Angeles Account Based Marketing (ABM) for Small to Medium Companies (Oct 2, 2018) DMAnc Live Online Certification Webinar Online Laurie Beasley lbeasley@beasleydirect.com

This workshop takes a realistic view of ABM and cuts through the hype that often surrounds it. The focus will be on the key elements necessary to plan and execute a realistic program that will fit the capabilities of small to medium business (SMB) while increasing target account sales and producing a positive ROI.

We’ll have frank discussions on what an ABM program can and can’t do for SMBs. Since so much has been claimed, with most being outside of the means of SMB sized companies, we’ll insert some realism into the equation. However, the fundamental processes of selling into key accounts is sound. Therefore, the smaller firms must devise a game plan that achieves the desired goals while staying on a tight budget. This session will share ways to accomplish results without shiny silver objects running up the bill with minimal ROI payback.

Key topics covered in the workshop will be:

  • Basic elements of account-based marketing and the recent developments making such a buzz
  • Levels of ABM maturity (so attendees can see where they rank in the ABM readiness index)
  • Goal setting and revenue-based lead funnel requirements
  • Target account selection strategies, and Ideal Customer Profiles (ICP)
  • Contact build out strategies
  • Go-to-market and pipeline development strategies
    • Account building tactics to consider
    • Lead gen/Lead development approaches, what works/what doesn’t
    • Budget ramifications
    • Lead/sales funnel conversion rates, and what you can expect
  • ABM process and automation tools
    • What to automate and what not to (Nice to have vs. Must have)
    • When to automate
    • Landscape of options and vendors to consider (A vendor agnostic view)
    • Cost and ROI considerations
  • Common mistakes to avoid
  • ABM framework and planning – a checklist to use in creating a sound plan

 This workshop is created for professionals at all levels in these roles:

  • Demand generation
  • Sales and or marketing operations
  • Sales and marketing managers
  • Market strategy planners
  • Account/Lead development managers
  • Business development positions
  • Campaign planners
  • Channel managers

Instructor: Tom Judge

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

  2018-10-2 10:00:00 2018-10-2 12:00:00 America/Los_Angeles Account Based Marketing (ABM) for Small to Medium Companies (Oct 2, 2018) DMAnc Live Online Certification Webinar Online Laurie Beasley lbeasley@beasleydirect.com

Testimonials

Insightful & timely actionable information I can take to the bank – great use case examples and fresh perspective on ABM.

Rocco SantoroGrowth Architect, Business Catalys, Ecosystem Developer, Advisor - GISTICS Incorporated

Great presentation informing about a marketing strategy tactic that I wasn’t very familiar with. Will be considering in our mix for the future.

Judy FriedmanVice President, Strategic Client Communications and Engagement Consultant, WellsTrade Online Brokerage

Very relevant and timely, presented in easy to understand fashion.

Steve McConnellVP Marketing at Vanguard Cleaning Systems, Inc.

Slides were very detailed and informative.

Rolando RodriguezMarketing Manager - Fremont Bank

Lots of excellent data. Great actionable information tools and guidelines.

Robert CallaghanEnterprise and Cloud Solutions Marketing - Sandisk

This workshop was perfect for me – just the right amount of information at the right level. I will take it back to the company and find out how we analyze and make some suggestions where necessary.

Lynn OrlandoSenior Manager, Marketing - Western Digital Corporation

Discussed strategy and practical tips.

Diana LaPointVP/Marketing Manager - First Northern Bank

Smart use of language that lined up with the presentation.

Thomas KeadyMarketing Associate at RSM US LLP

Great preso!

Maeve NaughtonPartner (VAR, ISV) Marketing - Intacct

This workshop is a great idea and great job pulling together.

Gina VarelaSenior Global Campaign Manager, Enterprise Marketing - Veritas Technologies LLC

Comprehensive coverage of available tools. Examples and best practices of different tactics.

Thea CopelandDirector of Marketing at Buckles-Smith Electric

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraMPH - Senior Manager, Strategic Development at Practice Fusion

Provided a great start to the presentation that was though out and beneficial.

Thomas KeadyMarketing Associate at RSM US LLP

Important updates and discussion on critical B2B lead generating efforts.

Ernest KhirallahVice President Marketing & Corporate Communications, Cooperative of American Physicians, Inc.

Very valuable info that can apply across verticles.

Kate CoghlanMarketing Professional and Health & Wellness Enthusiast, Transiris Corporation

Just a bunch of great insights & tips.

Whit MagorBusiness Solutions Representative, KP LLC

Incredible presentation! Engaging and insightful until the very end!

Adelaide HillAssociate Product Marketing Manager at Infoblox

Marketing changes so quickly with new technologies & approaches. DMA helps me keep up!

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

The depth of information was quite good and I particularly found helpful the focus on applicable marketing use cases.

Jeff HorningAccount Executive at Business Wire

Real-world true-life tales from the frontline of B2B marketing.

Rajesh KrishnanB2B Marketer Building Engines for Growth, Synack, Inc.

A lot of info, mostly new to me but very educational. Will look for ways to implement what we learned into practice.

Kyoko RamirezMarketing, Hitachi High Technologies America

Very informative & entertaining. Learned a lot in two hours.

Karen OlsonVice President of Marketing, CalChamber

Excellent presentation about a very interesting business topic.

Michelle WaltersDigital Marketing Strategist & Customer Success Manager, Marvel Marketers

DMAnc continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.

Alicia GaravagliaHead of Marketing
Summary
Event
Account Based Marketing (ABM) for Small to Medium Companies
Location
Online,
Description
This workshop takes a realistic view of ABM and cuts through the hype that often surrounds it. The focus will be on the key elements necessary to plan and execute a realistic program that will fit the capabilities of small to medium business (SMB) while increasing target account sales and producing a positive ROI.
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