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The most exciting and revenue rewarding marketing and sales initiative in B2B marketing!

Account Based Marketing (ABM), where treating individual accounts as markets in their own right is finally gaining huge momentum in APAC.

In response to the growing demand for ABM, as well as the growing recognition that lead generation and nurturing are more effective if managed and tracked in the context of a named account, companies have developed different approaches to enable faster program expansion and broader coverage of accounts.

When managed strategically, ABM can produce multidimensional benefits. On the sales side, these can include a shorter sales cycle, a better pipeline, and lower acquisition costs. In fact, 87% of respondents in an ITSMA benchmark report say the technique drives higher ROI than any other type of marketing they do.

11:40am AEST | 9:40am SGT

ABM WITH A LEAN, MEAN TEAM (AND BUDGET)

What’s stopping you from making your ABM strategy a reality? Whether it’s time, team, budget or all of the above – we’ve got you covered!

Join strategic marketing experts, Kevin Wordon and Jessica Langensand, to learn top tips for getting started with ABM. Kevin will walk you through how the team at Adobe and Marketo Engage followed this strategy.

In this session, we will cover:

• Defining your ABM audience (i.e. 1:1, 1:Few, 1:N)
• Designing an Account Based Experience
• Deploying your first campaign in days, not months
• Scaling your ABM approach by industry, persona and sales stage

PLATINUM PARNER

12:20pm AEST | 10:20am SGT

CREATING A DIGITAL-FIRST STRATEGY FOR ABM

New marketing technologies and digital touchpoints are forcing B2B marketers to rethink strategies and programs to focus on their audience more than ever before. With an immense amount of digital signals being provided by buyers and customers, marketers will focus on acting on these signals in real-time. This session will cover the importance of account-based marketing and how to create a strategy to act on digital signals in real-time.

Key takeaways:

• An understanding of requirements for a digital-first ABM strategy
• Aligning content and delivery mechanism to the buyer’s journey
• How to act on digital signals in real-time to convert and drive pipeline

WEBINAR PARTNER

1:20pm AEST | 11:20am SGT

ABM - THE FUTURE OF MARKETING IN A COOKIELESS WORLD

In a cookieless world, the unknowns seem daunting. Many marketers worry that irrelevant ad content will lead to waste and that personalization will be lost. Reverting to a “one-to-many” or “spray-and-pray” approach guarantees targeting inefficiencies.

Marketers need to begin investing in first-party data and collecting specific personas to prepare.

In our panel discussion, learn about the importance of thinking long-term and building market resilience in a world without cookies. A data-driven approach to ABM is a winning strategy now and in the future.

Learn more about:

• Implementing a successful ABM strategy in the new world
• Investing in first-party data and thinking long-term
• Addressing privacy concerns and data ethics
• Types of ABM & ABM Scaling
• Getting Started

GOLD PARTNER

2pm AEST | 12pm SGT

HOW TO FULL FUNNEL ABM

Finally, account-based marketing is accessible for organisations, no matter where they are on the growth or maturity trajectory. Now, you can not only build a program around accounts you want to grow, but you can also build engagement with target accounts you don’t yet know – a full-funnel ABM approach. With 57% of B2B marketers starting or planning to start their ABM journey (Green Hat / AMI B2B Marketing Research Report 2021), the best approach really depends on what your organisation needs to achieve.

In this session we will de-mystify ABM so more organisations can drive stronger customer engagement and deliver commercial returns.

Get ready to:

• Assess your organisations readiness for account-based marketing
• Understand the new breed of full-funnel ABM platforms and data services to support a best-practice ABM approach
• Learn about the Dark Funnel – finding accounts ‘in market’ for your solution today
• Define your Target Account List (TAL) and Ideal Customer Profile (ICP)
• Know which ABM model is best for you – strategic ABM or ABM at scale
• Empower the sales team with account dashboards and engagement visibility

GOLD PARTNER

2.40pm AEST | 12.40pm SGT

ALIGNING SALES AND MARKETING - THE DIFFERENCE BETWEEN MEDIOCRE AND OUTSTANDING ABM RESULTS

ABM is not something marketing can do alone and it is often argued that the word “Marketing” in ABM should be replaced as this is by no means a marketing only initiative.
Whether you’re taking a one-to-one, one-to-few, or one-to-many approach to ABM you have to develop a partnership culture between sales and marketing.

During this session our speakers will share practical examples of “how” they’ve moved beyond just collaboration into true partnership across marketing and sales in their ABM implementations.

• Why alignment and partnership with sales is the difference between ABM failure and success
• What great alignment looks like – best ways to achieve sales buy-in and ongoing engagement with your program
• Agreeing on your objectives, accounts and account plans, funding, processes and systems, measurement and reporting

SILVER PARTNER:

3:40pm AEST | 1.40pm SGT

GETTING STARTED WITH STRATEGIC ABM: EVERYTHING YOU NEED TO KNOW (but were afraid to ask)

You’re familiar with the concept of ABM, you can see the brilliant results it’s getting elsewhere and your organisation is keen to start. Great! But how do you actually get going? In this session we’ll be using learnings from ABM programs in Australia and around the globe to set out the building blocks that will get your program off to a flying start.

During this session we’ll talk

• How to set expectations and define objectives
• Account selection and the all-important kick-off workshop.
• Team structure, tools and tech

We’ll be honest about the potential pitfalls as well as the opportunities. Expect a jargon-free session that will deliver tips and guidance you can put into practice straight away.

SILVER PARTNER:

4:20pm AEST | 2.20pm SGT 

ABM STRUCTURE, SCALE, AGILITY AND PERSONALISATION

Insight-driven personalisation and human-centric marketing sit at the heart of ABM yet can often be traded-off for ABM structure, scale and agility.

So how do you turn insights into action to get to the heart of your customers and deliver measurable ABM results, while still remaining true to the principles of ABM?

Learn how Salesforce and Agent3 have been bringing all these elements together in successful, scalable 1:1 and 1:few programs in APAC since 2019. As one of Australia’s leading ABM partnerships, and working together globally, they will discuss an approach that is:

• Insight driven and human-centred: Being values-driven and delivering informed, meaningful, impactful human touches that are personalised and values-driven in an all-digital world
• Scalable: Delivering ABM at scale – from insights and discovery to thematic 1:few programs
• Agile: Balancing short term agility with long term strategy by delivering responsive 1:few programs that incorporate critical moments that matter
• Built on Partnerships: Setting up internal and external partnerships for success
• Measured: Working with an ABM Centre of Excellence to help standardise and operationalise the most relevant measures of success

SILVER PARTNER:

5:00pm AEST | 3:00pm SGT 

BUILDING AN ABM CENTER OF EXCELLENCE

ABM is the top priority for B2B marketers in 2021, having been ranked in the top five for the past eight years in ITSMA’s annual marketing trends study. During the pandemic, we’ve seen more and more companies turn to ABM as a way of staying close to their clients, while others have diverted demand generation and field marketing resources to ABM in support of their client acquisition strategies.

In this keynote we’ll  explore how you can build and run an ABM Center of Excellence that supports your ABM program as it scales across your business, delivering significant improvements in your relationships, reputation, and revenues in priority accounts.

• What an ABM Center of Excellence (CoE) looks like
• The role the CoE can play in defining your ABM strategy and approach
• Which services a CoE provides across the business to drive ABM efficiency and effectiveness
• How your CoE can track the impact of your ABM program and maintain the quality of your approach
• Why your CoE needs to evolve over time