#B2BSMX Demand Gen, ABM, and Its Impact on Company Goals Rob Leavitt, Senior Vice President of Consulting, ITSMA (Moderator) Michelle Liro, VP of Demand Generation, PTC Daniel Sims, Sr. Director of Demand Gen, RedPoint Global Nick Wassenberg, Director of Global Marketing, Digital River #ABM
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Demand Gen, ABM, and Its Impact on Company Goals...Demand Gen, ABM, and Its Impact on Company Goals Rob Leavitt, Senior Vice President of Consulting, ITSMA (Moderator) Michelle Liro,
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#B2BSMX
Demand Gen, ABM, and Its Impact on Company Goals
Rob Leavitt, Senior Vice President of Consulting, ITSMA (Moderator)Michelle Liro, VP of Demand Generation, PTC
Daniel Sims, Sr. Director of Demand Gen, RedPoint GlobalNick Wassenberg, Director of Global Marketing, Digital River
Working with Sales: How can ABMers build collaboration?
ABM Sales Collaboration IndexStep 1Knowing what is driving the account
Step 2Playing to the clients’ needs
Step 3Mapping and profiling stakeholders
Step 4Developing targeted value propositions
Step 5Planning integrated sales and marketing campaigns
Step 6Executing integrated sales and marketing campaigns
Step 7Measuring success
To what extent do your marketers collaborate with sales across the different steps of the ABM process?
Mean rating(N~142)
Note: The ABM Sales Collaboration Index spans all three types of ABM and is calculated using a mean rating based on a 5-point scale where 1=No collaboration with sales and 5=A great deal of collaboration with sales.Source: ITSMA and ABM Leadership Alliance, 2018 ABM Benchmark Study, October 2018
3.7
3.6
3.7
3.4
3.5
3.8
3.7
“We need strong, senior marketers who can embedthemselves within the account team.”Isla Chalmers-Tait, Director, Sales,PwC UK
One Two Three Four Five Six Seven Eight Nine Ten More than ten
Connecting with time-starved buyers: What types of campaigns can really connect?Approximately how many solution providers did you research?% of respondents (N=410)
Source: ITSMA, How Executives Engage Survey, 2018
Mean # Researched 3.6 Integrated, multichannel approach