The Latest from the ABM Experts
March 1, 2017
Revenue Summit 2017: Sneak Peek at 4 Account-Based Marketing Sessions
Written by Shauna Ward
Category: Account-Based Marketing
This might be controversial, but I’m just going to come out and say it: Revenue Summit 2017 is going to rival Dreamforce for the best B2B sales and marketing event of the year.
Look: everyone knows that Dreamforce is a behemoth — the conference to end all conferences. But have you seen the lineup of speakers and sessions at #RevSummit17? If not, prepare to have your mind blown.
With less than a week until the event, which takes place in San Francisco on March 7th and 8th, we’re excited to give you a sneak peek at four account-based marketing (ABM) focused sessions that you won’t want to miss at Revenue Summit 2017.
Ready, Set, Start: Rocking ABM Account Selection from A to Z
March 7th, 10:20 a.m. | K2 Stage
Rockstar ABM practitioner Lisa Skinner is the VP of Demand Generation at Localytics, the world’s leading mobile engagement platform. At Revenue Summit, she’ll share exactly how she and her team identify their best-fit accounts for ABM.
Localytics started doing account-based marketing in 2016 and they’re continuing to optimize their approach into 2017. They began by identifying a list of target accounts and deploying a pilot program. After running their ABM campaigns for several months, they tweaked their account selection process in order to drive even better results.
In Lisa’s presentation, you’ll learn how Localytics:
- took a tiered approach to ABM.
- defined their account-based marketing KPIs.
- aligned their sales and marketing teams.
- optimized their ABM strategy based on the results of their pilot program.
Expanding Your Reach in Target Accounts
March 7th, 10:45 a.m. | K2 Stage
All right, allow us to toot our own horns for a sec. Two talented Terminators — Tonni Bennett, VP of Sales, and Stephanie Kelly, Director of Marketing Operations — will be speaking at Revenue Summit about how to reach more decision-makers at your target accounts and succeed with ABM.
One common challenge B2B companies face with account-based marketing is finding enough contacts within their target accounts. In this session, Tonni and Stephanie will share their secrets to expanding Terminus’ reach to connect with not just the contacts in our database, but with other key stakeholders within those target accounts. They’ll also explain in detail how our sales and marketing teams work together and leverage ABM technology to run account-based demand generation, sales pipeline, and customer marketing campaigns.
Closing with Coffee: Energizing and Engaging Target Accounts
March 7th, 11:10 a.m. | K2 Stage
We’re buzzing with excitement (or is that the caffeine?) for Nate Hurst‘s coffee-themed presentation at Revenue Summit. Nate is the head of account-based marketing at Domo, a data-driven business management software company.
Here’s what you need to know about Nate and his team: they are content. masters. In addition to tiering their top 1250 target accounts, a key part of their ABM strategy has been creating content that lets their customers tell the story of Domo. So when they learned that for many customers, Domo is a part of their daily morning routines — just like coffee — the “Wake Up with Domo” campaign was born.
At #RevSummit17, Nate will explain how Domo’s marketing and sales teams worked together to deploy this successful integrated ABM campaign, and you’ll leave the session feeling inspired to do the same at your company.
Forget the Fluff: Here’s What Your Board Really Wants Hear About ABM Results
March 7th, 11:35 a.m. | K2 Stage
Kristen Wendel is the director of marketing operations at VersionOne, the world leader in agile and dev ops software solutions — and she isn’t a fan of fluff. I’m sure she has nothing against fluffy unicorns (see above), but as a number-lovin’ marketer, she knows that vanity metrics are B.S.
Instead, Kristen and her team at VersionOne are focused on the KPIs that really matter for ABM: awareness, engagement, marketing qualified accounts (MQAs), and opportunities. One highlight of her presentation we’re really looking forward to? She’s going to give us a behind-the-scenes look at what her team’s metrics dashboard looked like when they first started with account-based marketing versus where they are today.
6 More Awesome ABM Sessions at Revenue Summit 2017
B2B Mega Trends
March 7th, 9:20 a.m. | Everest Stage
Building an ABM Playbook: Lessons Learned from the School of Hard Knocks
March 7th, 2:55 p.m. | Everest Stage
Avi Bhatnagar, Director of Web Marketing & Strategy at WhiteHat Security
Fireside Chat: How Facebook Thinks About Sales and Marketing
March 7th, 4:30 p.m. | K2 Stage
Gary Briggs, VP & CMO of Facebook
Put Your Customers In the Driver’s Seat and Go Full Throttle on Growing Revenue
March 8th, 9:45 a.m. | Everest Stage
ABM in the Enterprise: Lessons from the National Instruments and Juniper Networks Journeys
March 8th, 10:45 a.m. | Everest Stage
Raianne Reiss, Director of Marketing at Juniper Networks
Account-Based Marketing Mastery
March 8th, 11:10 a.m. | Everest Stage
Jill Rowley, Social Selling Evangelist
Get Your Revenue Summit 2017 Tickets
Which of these sessions are you most looking forward to? Let us know in the comments — and don’t forget to stop by our booth at the event to grab a free copy of Account-Based Marketing for Dummies by our CMO and Co-Founder, Sangram Vajre.
If you’re not already registered for #RevSummit17, it’s not too late. The hosts, #FlipMyFunnel and Sales Hacker, are even hooking our readers up with discounted tickets to the conference! Simply use the promo code TERMINUS for 20% off your tickets.