UNLEASH YOUR POTENTIAL AT
THE ABM INNOVATION SUMMIT

7 Strategies That’ll Give Your Business an Unfair Advantage In 2019

The world’s fastest growing companies are using chatbots to generate leads 24/7/365 — but much of Conversational Marketing is still a myth to the majority of marketers. This session will shatter the myth and provide practical insights that can turn your website into a world-class showroom that provides every visitor with an experience that leaves them feeling like a VIP.

How to Lose ABM in 10 Days: The Ten Universal Don’ts

Love at First Sight, Being Saved, Conflict, Sacrifice, and Ego. These are themes in any good love story. If you paused to look at your ABM efforts, you might see some similarities. This session will reveal the most common mistakes marketers (Jeff included!) make with ABM and provide solutions to help you avoid them.

Transform Your ABM Metrics from Wobbly into World-Class

Your ABM metrics define your performance to date and drive your strategy going forward. So why the heck are they so tricky to nail down? In this session, we’ll provide a roadmap to your metrics nirvana by diving into real-world reports and analytics and showing you how to operationalize the next generation of ABM KPIs.

How to Do ABM at Scale (Without Killing Your Team)

Although the goal of ABM is to deliver highly-relevant messages to key accounts, most marketers struggle to personalize content in a way that is meaningful for buyers. In this session, learn how to attack ABM in a new way, by surfacing the most relevant content that buyers need (right when they need it) and getting more from the content investments you’ve already made.

Writing the Book on ABM

From creating the ABM category, to educating over 3,000 marketers on the principles of ABM, Demandbase has seen and heard it all over the last six years. This session will uncover lessons learned from the 100s of companies we’ve worked with on the road to ABM success and provide a preview of how ABM will evolve as the market matures.

Five Steps to Launching a Full-Funnel ABM Strategy

So you want to initiate an ABM strategy, but you’re not sure where to start? In this session, learn the steps DocuSign followed to successfully launch their ABM strategy to build awareness, drive demand, and enable their sales team to convert engaged accounts. Hear the tactical plan they put into action, the metrics used, and the lessons learned along the way.

Behavior Makes Its Way Back to B2B Advertising

Demandbase’s Targeting Solution took major leaps over the past year, and B2B advertisers have been moving fast to adopt the new tech. Join us in this session for an exploration of the power of intent signals in account-based advertising, along with strategies and tools for building high-performing campaigns and measuring their impact on your business.

Leveraging AI Driven Data to Fuel a New Generation of ABM Campaigns

ThoughtSpot will be discussing their ABM journey and how they’ve taken their ABM campaigns to the next level. Specifically, they’ll be discussing how they’ve leveraged People.ai to capture and sync all their go-to-market activity data and how that data’s been used to solve for campaign attribution and increase campaign ROI.

How to Prove ABM Success in 6 Months or Less

How can you commit to the ABM long game when your department is desperate for a couple of quick wins? This session will share the secrets to balancing long-term gains with short-term success and demonstrate how you can win big by reporting key ABM program metrics that show business impact in less than six months.

How Machine-Made MQLs Will Take Over the World

The shift from “MQLs generated by hand” to “MQLs generated by machine” is happening before our eyes. Today’s B2B marketers are embracing AI, machine learning, and supply chain automation as the foundations for continuous improvement. This session will explain why modern marketers must adopt ABM practices, automate as much as possible, and challenge themselves to manufacture MQLs by machine.

Making Your Marketing Team an Intent-Driven Machine

AI, Machine Learning and Intent are all the rage, but how do you make it real and operationalize it within your marketing organization? We’ll walk through a number of use cases that show how you can use intent data to inform your programs and drive specific actions to help build stronger pipelines and close more deals.

Create ABM Campaigns Your Prospects (And Your Boss) Rave About

The more digital the world gets, the more impersonal we get. While Account-Based Marketing focuses on the account, you are still marketing to humans at these accounts, and humans don’t respond to robotic marketing. Join us to learn how Jellyvision’s creative  – and very personalized –  PFL campaigns drove 179% ROI and tripled campaign response rate. You might even see a selfie from Machu Picchu!

The Future of Demand: What to Expect in the Next 1, 5, and 10 Years

Get ready to dive into data that will show you the future of marketing, both near and long term. Learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind — your future success depends on it.

Four ABM Trip-ups and How to Avoid Them

With so many misconceptions swirling around about what it takes to roll out a successful ABM program, how do you separate fact from fiction? In this session, JLL, a global commercial real estate company, will share how they overcame roadblocks and internal detractors to launch a successful ABM program that earned the respect it deserved.

Introducing the Latest in ABM and AI-Based Innovation at Demandbase

The morning keynote will provide a taste of Demandbase’s latest innovations and this session is the place to get a glimpse behind the curtain. We’ll dive deep into the details of our recent product announcement, walk you through how it can benefit your organization today, and share our vision for its broader impact on ABM and B2B marketing.

Personalizing ABM Content Experiences at Scale

By delivering a framework and real-life examples, this session will demonstrate how B2B marketers are increasingly taking ownership of the end-to-end content experience, expanding beyond initial acquisition to sales enablement and ABM. This session will arm you with the foundations to deliver greater personalization and memorable content experiences for ABM campaigns — at scale!

Registration and Breakfast

Welcome and Introductions

Moving to a Blended ABM Strategy

BREAK

Beyond Demand Gen: Pipeline Acceleration & Customer Marketing

7 Signs your ABM Strategy Might be in Trouble

LUNCH

MegaCorp Case Study

BREAK

MegaCorp Case Study

Wrap up and Next Steps

Register for a Conference + ABM Certification Pass to enroll in the Expert course and you will receive an offer code to enroll in Foundations and/or Advanced courses for only $99 each ($395 value per course).

*Expert Certification created in collaboration with Inverta and ITSMA.

Who should attend?
B2B marketing and sales professionals looking to go ‘all-in’ with Account-Based Marketing, making it a comprehensive demand gen strategy. The morning will include instruction on a few key topics, and the afternoon will be spent putting all the principles of ABM to good use, working in small groups on an ABM-focused case study.