8:30 AM - 1:00 PM PT - Wednesday, June 6
8:30 AM
9:12 AM PT
Welcome and Executive Address
Peter Isaacson, CMO, Demandbase
Chris Golec, Founder & CEO, Demandbase
Adam Blitzer, EVP & GM of Sales Cloud, Salesforce
Account-Based Marketing has grown and evolved tremendously over the past year, and technology is at the heart of it. The Virtual Marketing Innovation Summit kicks off with Peter Isaacson, CMO of Demandbase and Chris Golec, CEO of Demandbase. They will discuss the current state of Account-Based Marketing and how technologies are evolving alongside and in support of the revolution.
9:12 AM
10:00 AM PT
AI and ABM Supercharges Business Growth for ServiceMax
Pat Oldenburg, Sr. Director, Digital Marketing & Ops ServiceMax by GE
In early 2017, the ServiceMax marketing team was faced with a daunting challenge: aggressive pipeline goals and a fixed budget. In this session, Pat Oldenburg will share his learnings and insights around leveraging artificial intelligence (AI) and real-time intent to see out-of-this-world results. From identifying the right accounts to personalizing the web experience for each visitor, you’ll hear how AI helped the ServiceMax strategy take off.
All-In ABM: The Evolution of an Agile Account-Based Strategy
Elle Woulfe, VP, Marketing, PathFactory
You can’t become an expert in anything overnight, and ABM is no exception. To be successful, an ABM strategy must be tested and optimized to reach its full potential. It takes trial and error to strike a balance between what buyers need and your goals as a marketer. Learn how PathFactory went from basic ABM to an all-in account-based selling and marketing strategy by testing, iterating, and refining their approach over time.
Account-Based Sales Development and ABM: How to Create the Perfect Campaign
Lars Nilsson, VP, Global Inside Sales, Cloudera
We all know that Marketing and Sales alignment is central to ABM success, but this alignment goes beyond just having shared metrics. Marketing and Sales need to work together to share insights, create personalized messages and leverage the right technology to reach their target accounts. As the creator of Account-Based Sales Development (ABSD), Lars Nilsson will discuss how to create a successful, integrated ABSD campaign.
Demandbase Solution Overview: Targeting Solution
Matt Aaronson, Sr. Product Marketing Manager, Demandbase
John Dering, Director of ABM Technology & Strategy, Demandbase
Are your online advertising programs working as hard as they should? If you’re curious to compare your results against leading B2B companies, or just want to evaluate online advertising, this session will answer your most pressing questions. Demandbase product experts will provide a glimpse of our current and future Targeting Solution and show you what real-life B2B practitioners are doing to drive awesome results.
10:00 AM
11:00 AM PT
Getting ABM Up & Running to Create a Pipeline Gen Machine
Kelly Dotson, Chief Marketing Officer, SAVO Group
Amanda Wynne, Sr. Director of Marketing, SAVO Group
With the goal of increasing Demand Gen and Sales e ciency, SAVO leveraged Demandbase to improve account selection, execute an integrated ABM strategy, and profoundly shift alignment between Marketing and Sales. This session provides a proven blueprint for how to quickly implement ABM – even with constrained resources – to drive measurable pipeline and revenue.
From Prospect to Customer: Maximize Lifetime Value with ABM
Heidi Bullock, Chief Marketing Officer, Engagio
Everyone is talking about ABM. However, some big myths could be holding you back from seeing success. First, ABM doesn’t have to be a massive undertaking. In fact, you can get up and running quickly. Second, ABM isn’t just for top of funnel. It spans all stages of the Customer Journey, including post- sale. In this session, Heidi Bullock will share real-world examples and proven ABM secrets to land and expand target accounts at scale.
The Future of B2B Marketing: Trends and Implications for Marketers
Jon Lombardo, Global Brand Strategy Lead, LinkedIn
B2B marketing is changing faster than most marketers can grasp and act on. In this session from LinkedIn, you’ll learn key emerging trends in B2B marketing and find out how programmatic advertising can help B2B advertisers capitalize on new opportunities. The presentation aims to challenge you to question conventional marketing wisdom and rethink how to build brand and generate revenue through programmatic.
Demandbase Solution Overview: Conversion Solution
Adam Nichols, Director of Product Marketing, Demandbase
Jay Tuel VP, Sales Development, Demandbase
Every successful ABM initiative includes your counterparts in Sales. And it’s critical for Sales to get the account-based data they need to engage the right people within your target accounts. Come learn from our product experts how the Demandbase Conversion Solution delivers the context and insights Sales needs to close business faster. Bonus: hear from Demandbase’s SDR leader how his team leverages these insights every day.
11:00 AM
12:00 PM PT
From Pilot to Pipeline: How BlackLine Got Buy-in, Results and Budget with ABM
Brandee Sanders, Director of Digital Marketing & Analytics, BlackLine
After attending the ABM Innovation Summit in 2016, BlackLine was ready to put ABM to the test, but still had to gain executive buy-in and, most of all, budget. In this session, Brandee Sanders will show you how her team aligned marketing with sales and executive teams, operationalized ABM and demonstrated results that helped secure the budget needed to launch a broader ABM strategy.
Times Are a-Changin’: Agencies and the New ABM Ecosystem
Michael McLaren, Executive Vice President, Merkle
We’re entering a new phase of ABM. Successful execution now involves the combined capabilities of the full marketing ecosystem. Critical in this ecosystem is the agency, though their ABM role has been murky up to now. Join this session to learn the agency’s role in successfully executing and optimizing ABM strategies and how they can work closely with ABM vendors and data partners to drive mutual client success.
Orchestrating Omnichannel ABM with B2B Data and Intelligence
John Hurley, Head of Product Marketing, Radius
The secret to jumpstarting a successful ABM strategy isn’t so secret: start with quality data, add the right orchestration tools and finish o with Sales and Marketing alignment. Of course, knowing what it takes is one thing, putting it all together is another. Join this session with John Hurley to get a step-by-step action plan that will help you move from theory to successful practice.
Demandbase Solution Overview: ABM Platform
Dom Lindars, VP, Product, Marketing Solutions, Demandbase
Nani Jansen, Director of Marketing Operations, Demandbase
Learn why the industry’s only comprehensive ABM platform is the bedrock for any ABM strategy. Hear directly from our product team to find out what’s new with the ABM Platform and peek into the future direction. You’ll gain firsthand knowledge and best practices on how leading companies are leveraging the ABM Platform to execute successful ABM programs across the funnel.
12:00 PM
1:00 PM PT
Personalize Content Experiences at Scale for ABM
Randy Frisch, President & CMO, Uberflip
Account-Based Marketing is high-touch and extremely targeted; its very nature, however, creates challenges for personalizing content experiences, which can be time intensive and resource heavy. Join Uberflip's CMO Randy Frisch to learn how to build an account-based content marketing approach to deliver greater personalization to your customers, at scale.
Measuring ABM Without Losing Your Mind
Jenn Steele, VP, Product Marketing, Bizible
As you transition to ABM, it becomes critical to put a reliable measurement framework in place. But transforming from measuring a leads-based organization to an accounts-based organization can feel overwhelming – even crazy making. In this session, you’ll learn how measuring ABM is all about the data, and how to make sure everyone involved gets the proper credit.
Using ABM to Build a Brand Inside and Out
Elliott Bundy, Chief Marketing Officer, XL Catlin
XL Group had an unusual challenge for a company of their size: they lacked a global CRM, which meant they had data constraints that ultimately resulted in cumbersome marketing practices. Come learn how XL Group executed an ABM strategy that aligned their team around a common data set, shifted the internal view of Marketing toward growth enablement and helped the company boost web traffic from target accounts across multiple verticals.
Demandbase Solution Overview: Engagement Solution
Phil Hollrah, VP, Product Marketing, Demandbase
Mimi Rosenheim, Director of Web Marketing, Demandbase
Your website is one of your most critical marketing channels. Yet, it can be challenging to provide a relevant experience for site visitors. In this session, you’ll see how real-life B2B practitioners, including the Demandbase marketing team, leverage our Engagement Solution to boost their website results. You’ll walk away with specific examples of how you can leverage artificial intelligence and put website personalization into action.
