8 July 2021 | 11am - 5pm AEST | 9am - 3pm SGT | Online

ABM - ACCOUNT BASED MARKETING LEADERS FORUM APAC 2021

Learn from the experts on all things Account Based Marketing!

Register before

Learn from local and global Account Based Marketing experts - Advice and practical implementations of Strategic ABM and ABM at Scale/Programmatic ABM

Welcome to Asia Pacific's largest Account Based Marketing Forum!

In 2020, we launched APAC’s first Account Based Marketing – ABM focused Forum. With over 450 paid online registrants, it was an incredibly insightful day with advice and practical learnings from local and global early ABM adopters implementing Strategic ABM, ABM Lite, and Programmatic ABM/ABM at Scale.

The 2nd annual ABM – Account Based Marketing Leaders Virtual Forum APAC will be held on 8th July 2021, AEST (Australian Eastern Time)  & SGT (Singapore Time) to accommodate B2B marketers and ABMers located in Australia, New Zealand and across Asia Pacific and Japan.

What is Account Based Marketing - ABM?

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.

Learn how to build an ABM Center of Excellence

Learn from local and global ABM implementations and hear them share their successes and failures and discover how they overcame the hurdles every marketer faces in ABM

Advise for getting started, organisational pre-requisites and how to set up for future scale from scratch

How to build the business case for ABM, starting with a proof-of-concept and winning the support of the sales and senior stakeholders internally that ensures internal adoption

Aligning sales and marketing - the difference between mediocre and outstanding ABM results

Account selection, account mapping and scoring – Learn how to identify and choose the right target accounts

ABM for Demand Generation - learn how to quickly identify demand and intent for your products and services from your target accounts through 1st, 2nd, 3rd party data

ABM and the future of marketing in a cookieless world

What does success look like? What metrics to use to track and report your ongoing success – one-to-one (strategic ABM), one-to-few and one-to-many (ABM at Scale)

How to apply and measure the “three R’s” (Reputation, Relationships, and Revenue) to different ABM programs

ABM across APJ - Working with country teams, from selecting accounts, local stakeholder management, research driven through standardised processes

Customer obsession - how you unlock the insights that will drive growth opportunities

How to Full-Funnel ABM

Understand the new breed of full-funnel ABM platforms and data services available to support a best-practice ABM approach

Building the team - What sort of expertise you need in your organisation to enable a strong ABM strategy, plan and execution

Kick start your career in ABM - Personal career development and professional development

You’ll learn from inspiring, real-world case studies and campaigns showing successful ABM in action!

  • What I wish I understood much earlier is that ABM is a change programme

    Gemma Davies

    Gemma Davies

    Global ABM Strategy Director, ServiceNow

First confirmed speakers for ABM Leaders Virtual Forum 2021:

  • Bev burgess itsma abm forum australia asia singapore event

    Bev Burgess

    SVP & Global ABM Practice Leader
    World authority and "inventor" of ABM - Author: "A Practitioner's Guide to Account Based Marketing"
  • stacy seah, apac cmo lead at microsoft to speak on abm

    Stacy Seah

    APAC CMO Lead
    The sales and marketing partnership for outstanding ABM results
  • Helen Nicholas head of ABM at Accenture

    Helen Nicholas

    Head of ABM ANZ
    ABM at Scale - The Future of marketing in a cookieless world
  • andrea dixon cmo apac docusign speaking on abm conference

    Andrea Dixon

    Senior Marketing Director, JAPAC
    A data-driven approach to ABM
  • Cheri Keith

    Head of Strategy & Research
    Creating a Digital-first Strategy for ABM
  • Maryel roman price head of demand gen at adobe speaking at abm conference

    Maryel Roman-Price

    APAC Demand Generation Manager
    The importance of investing in first-party data - The Future of marketing in a cookieless world
  • Trisca scott Branagan account based marketing

    Trisca Scott-Branagan

    Account-Based Marketing Director
    Unpacking the practical marketing operations (and tech) for full funnel account-centric marketing
  • Sumit Khanna, Enterprise Sales linkedIn speaking on ABM conference

    Sumit Khanna

    Head of Enterprise Sales
    Why alignment and partnership with sales is the difference between ABM failure and success
  • darren brain abm leaders forum 2020

    Darren Brain

    General Manager, APAC
    Addressing privacy concerns and data ethics - Investing in first-party data

Program: Thursday 8th July 2021

11:00am AEST | 9:00am SGT

Speaker Name
Job Title
Company

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 opening 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

11:40am AEST | 9:40am SGT

James O'Flaherty MD APAC Just Global, Account Based marketing - b2b conference sydney australia 2021

James O’Flaherty
Managing Director APAC
Just Global

SETTING UP ABM IN APAC - FAST

We have spoken to our clients across the region to understand the issues they are currently facing around planning, executing and expanding ABM programs in their businesses. Based on these insights, we will be looking at the practical steps businesses can take to do ABM well, at speed.

We will also be discussing how COVID-19 has impacted all areas of B2B Marketing, and the implications that has for ABM programs.
Key areas we will focus on:

  • Overall thoughts on challenges of ABM specific to the APAC region
  • Opportunity to learn while you build through programmatic, one to many activity – building historical data you can then create actions from
  • The challenge COVID creates in 121 ABM – and the changes to the buyer group dynamic in 2020
  • The value of a creative thought aligned to your account strategy

HEADLINE PARTNER

 

 

12:20pm AEST | 10:20am SGT

Speaker Name
Job Title
Company

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

1pm AEST | 11am SGT

COFFEE BREAK

1:20pm AEST | 11:20am SGT

 

Cheri Keith
Head of Strategy & Research 
ON24

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

2pm AEST | 12pm SGT

Helen Nicholas head of ABM at Accenture

Helen Nicholas
Head of ABM ANZ
Accenture 

andrea dixon cmo apac docusign speaking on abm conference

Andrea Dixon
Senior Marketing Director, JAPAC
DocuSign

Maryel roman price head of demand gen at adobe speaking at abm conference

Maryel Roman-Price
APAC Demand Generation Manager
Adobe 

darren brain abm leaders forum 2020

Darren Brain
Managing Director APAC
Selling Simplified

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

selling simplified abm account based marketing australia sydney singapore forum

2.40pm AEST | 12.40pm SGT

Trisca scott Branagan account based marketing

Trisca Scott-Branagan
Account-Based Marketing Director
Green Hat

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

Green Hat b2b marketing conference Sydney Australia 2020

3:20pm AEST | 1:20pm SGT

COFFEE BREAK

3:40pm AEST | 1.40pm SGT

stacy seah, apac cmo lead at microsoft to speak on abm

Stacy Seah
APAC CMO Lead
Microsoft

Sumit Khanna, Enterprise Sales linkedIn speaking on ABM conference

Sumit Khanna
Head of Enterprise Sales
LinkedIn Marketing Solutions SEA

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:

LinkedIn B2B Marketing Conference Sydney Australia 2020

4:20pm AEST | 2.20pm SGT 

Mari Kauppinen from the Marketing Practice will speak at B2B conference in Sydney Australia 2021 on ABM

Mari Kauppinen
Managing Director, Australia
The Marketing Practice

THE PRACTICALITIES OF RUNNING STRATEGIC ABM

Account based marketing theory is one thing, but what happens when the rubber hits the road? In this session we’ll be sharing insights and experience from clients at different stages of their 1:1 or 1:few ABM journeys. Tools and takeaways to put into practice as soon as you’re back in the office will include:

  • How do you know if you’re ready for ABM?
  • What are the three things every programme needs to get started?
  • Your pilot’s gone well, how do you scale?
  • Which tech platforms and tools should you use, and at what stage?
  • How do you get the sales team to buy in?
  • How can you prove the value of ABM to your leadership?
  • What are the best insider tips from established programmes?

SILVER PARTNER:

The Marketing Practice ABM at b2b marketing leaders conference sydney australia 2021

 

 

5:00pm AEST | 3.00pm SGT

Bev burgess itsma abm forum australia asia singapore event
Account Based Marketing book

Bev Burgess
SVP & Global ABM Practice Leader
ITSMA

Author: “A Practitioner’s Guide to Account Based Marketing”

HOW TO BUILD A WINNING ABM TEAM - Live from London

Demand for ABM continues to grow around the world, with more marketing teams asked to start or scale ABM programs that build reputations, strengthen relationships and grow revenues in priority accounts.
But a major challenge facing marketing leaders is finding, developing and keeping ABM talent. Demand outstrips supply. So how do you attract and retain the best ABM talent for your program?
During this live session from London, Bev will explore:

  • The skills you need to be a great ABM-er;
  • How to hire, train and retain the best ABM talent;
  • What support your ABM-ers will need day to day;
  • How to shape a career path for your team.

As a world-renowned authority on ABM and head of ITSMA’s ABM Practice, Bev was the first to classify this powerful marketing approach when developing it jointly with several clients back in 2003. She is co-author of the book, ‘A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts’ (2017), and leads ITSMA’s global ABM Council, which has been running since 2006. Her latest book, ‘Executive Engagement Strategies: How to Have Conversations and Develop Relationships That Build B2B Business (2020)’ underlines the importance of moving from random acts of engagement to an orchestrated program aligned with and supporting your ABM strategy.

REGISTRATION TO ABM LEADERS FORUM 2021 IS OPEN!

Register your team for the 2021 Live Virtual Forum

Register for 2021 Forum

AUD/SGD 29
Access to Live Forum in 2021Register Now!

THANK YOU TO OUR 2021 PARTNERS:

Headline Partner:

Platinum Partner:

Platinum Partner:

Gold Partner:

Selling Simplified ABM Forum Asia Australia 2020

Gold Partner:

Green Hat b2b marketing conference Sydney Australia 2020

SilverPartner:

LinkedIn B2B Marketing Conference Sydney Australia 2020

Interested in Speaking or Sponsoring in 2021?