15 October 2020 | 12pm - 6pm AEST | 9am - 3pm SGT | Online

ABM LEADERS VIRTUAL FORUM APAC

Learn from the experts on all things Account Based Marketing!

Access Live Forum - Only available for registered attendees

Learn from local and global ABM experts - Advice and practical implementations of Strategic ABM and ABM at Scale

Welcome to the first ever APAC focused ABM forum!

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.

During this first ever, APAC ABM Forum, we’ll be sharing advice and practical learnings from implementing three different types of ABM: Strategic ABM, ABM Lite, and Programmatic ABM (ABM at Scale).

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

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

How to get your sales and marketing handshake in perfect alignment for ABM

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

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

Keys to Account-Based Engagement - learn how to create engaging digital experiences to drive your ABM programs

What tech stack do you use to track and report on your ABM efforts

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!

Registration to live sessions are now closed!

Recordings are available for purchase below.

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

    Gemma Davies

    Gemma Davies

    Global ABM Strategy Director, ServiceNow

Registration closes in:

Local and Global ABM experts speaking LIVE:

  • Bev burgess itsma abm forum australia asia singapore event

    Bev Burgess

    SVP & Global ABM Practice Leader
    World authority and "inventor" of ABM - How to build a winning ABM Team
  • gemma davies servicenow abm marketing australia asia onferencevent

    Gemma Davies

    Director, Global ABM Strategy
    Building a global, award winning ABM program from scratch
  • Jesus Requena growth marketing ABM Unity Technology sydney australia

    Jesus Requena

    Global Director, Growth Marketing
    Practical implementation on ABM and what's working
  • saurabh singhal ABM Conference 2020

    Saurabh Singhal

    Group Head of Marketing, Corporate and SME
    Introducing ABM in Banking & Financial Services
  • Ray Kloss

    Director of Marketing, ANZ
    Results of ABM - What Does Success Look Like?
  • eva phua citrix abm marketing australia asia conference

    Eva Phua

    Marketing Director, Enterprise - APJ
    Scaling ABM by Industry and Personas
  • Ross Ballantyne corporate marketing jll singapore abm event australia

    Ross Ballantyne

    Head of Marketing APAC - Corporate Solutions
    APAC specific ABM programmes creating new growth opportunities across the region
  • Stephanie McCredie ABM Account Based Marketing Director Salesforce event

    Stephanie McCredie

    Director, ABM, Strategic Accounts & Customer Marketing
    Building ABM programs based on customer insight and sales collaboration
  • wee seong red hat abm forum australia asia

    Wee Seong Yeo

    Head of Account Based Marketing APAC
    Two years of spearheading Red Hat APAC’s ABM initiative
  • UTE account based marketing schneider electric sydney australia singapore asia event

    Ute Appenzeller

    Marketing Operations Leader
    Initiating Global ABM in Australia - with five year long sales cycles
  • James O’Flaherty

    Managing Director APAC
    Setting up ABM in APAC - fast
  • Mark Bornstein on24 abm event australia asia singapore

    Mark Bornstein

    VP of Global Content Marketing
    How to create engaging digital experiences to drive ABM success
  • darren brain abm leaders forum 2020

    Darren Brain

    General Manager, APAC
    How to utilise data and insight to optimise ABM performance
  • Shawn Low Green Hat ABM strategy and implemenation sydney australia conference singapore and asia

    Shawn Low

    Head of Content & ABM Strategist
    The realities and practicalities of ABM strategy and implementation
  • John Massey Asia Pacific Japan Australia Transmission ABM Agency Event

    John Massey

    Managing Director APJ
    Value based marketing and customer obsession across APAC

Thursday 15th October 2020

12:00pm AEST | 9:00am SGT

gemma davies servicenow abm marketing australia asia onferencevent

Gemma Davies
Director, Global ABM Strategy
ServiceNow

BUILDING A GLOBAL, AWARD WINNING ABM PROGRAM FROM SCRATCH - Live from San Francisco

Approached by California based software company Servicenow in 2017, Gemma was tasked with setting up, from scratch, their global Account-Based Marketing programme and capabilities.

Celebrated for helping sales close larger deals, faster, she’ll share her story, lessons learnt and recommendations for companies embarking on their first ABM programs and how to set it up for future scale.

During the session she’ll also share how her team and the fully trained field marketers are deploying ABM-as-a-Service through their Global ABM Center of Excellence into over 200 accounts across 10 countries.

12:40pm AEST | 9:40am SGT

James O’Flaherty
Managing Director APAC
Enigma Marketing

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:

1:20pm AEST | 10:20am SGT

Mark Bornstein
VP of Content Marketing and Chief Webinerd
ON24

HOW TO CREATE ENGAGING DIGITAL EXPERIENCES TO DRIVE ABM SUCCESS

When building an effective ABM strategy, targeting the right buyer is only half the battle.  The key to turning top targets into happy customers is engagement.

Attend “Keys to Account-Based Engagement” and learn how to create engaging digital experiences to drive your ABM programs.

In this session, you will learn how to:

  • Create hyper-targeted webinar experiences
  • Build personalised targeted landing pages
  • Activate target accounts with content experiences
  • Use engagement data to accelerate the buyer’s journey

Successful ABM programs don’t just target the right companies, they deliver the experiences needed to engage and convert.

Webinar Partner:

2pm AEST | 11am SGT

COFFEE BREAK

2:20pm AEST | 11:20am SGT

 

Jesus Requena growth marketing ABM Unity Technology sydney australia

Jesus Requena
Global Director, Growth Marketing
Unity Technologies
and
Principal ABM Consultant
Green Hat

Shawn Low Green Hat ABM strategy and implemenation sydney australia conference singapore and asia

Shawn Low
Head of Content & ABM Strategist
Green Hat

THE REALITIES AND PRACTICALITIES OF ABM STRATEGY AND IMPLEMENTATION (LIVE FROM IN THE TRENCHES)

In this talk, Jesus Requena and Shawn Low will speak about recent implementation experiences in strategising and implementing ABM programs. They will discuss the process of building the business case, starting with a proof-of-concept and winning the support of the Sales org and senior stakeholders internally. They will present an ABM program plan approach that has delivered above-target results, and talk to the ‘secret sauce’ for success as well as the ‘gotchas’ to avoid along the way.

Key takeaways:

  1. Understanding if ABM is applicable to your company and selling the ABM business case internally to key stakeholders.
  2. Deciding what account tier to go after first and how to get started
  3. Account selection methodology – Learn how to identify and choose the right target accounts beyond firmographics and technographics
  4. Channel and account orchestration with sales based on the account buying stage.
  5. Measurement and attribution; Learn what metrics matter the most in practicality to move accounts forward

Gold Partner:

Green Hat b2b marketing conference Sydney Australia 2020

3pm AEST | 12pm SGT

Stephanie McCredie ABM Account Based Marketing Director Salesforce event

Stephanie McCredie
Director, ABM, Strategic Accounts
Salesforce

eva phua citrix abm marketing australia asia conference

Eva Phua
Marketing Director, Enterprise – APJ
Citrix

UTE account based marketing schneider electric sydney australia singapore asia event

Ute Appenzeller
Marketing Operations Leader
Schneider Electric

darren brain abm leaders forum 2020

Darren Brain
General Manager, APAC
Selling Simplified

SCALING ABM - IF ENGAGEMENT IS THE ICING, INSIGHT IS THE CAKE

As world economies shift to the realities of a modern pandemic, the pressure on Marketers to deliver qualified opportunities and revenue (the ABM ‘icing’) to sales teams, at pace and scale, has intensified.

Hear from our panel on the importance of gathering and understanding insights (the ABM ‘cake’) to deliver truly personalised, scalable ABM programs, with strong sales engagement and an ABM strategy firmly planted in customer understanding.

Learn how to:

  • Use ABM at Scale for Demand Generation and learn how to quickly identify demand for your products and services from your target accounts
  • Understand how intent data from 1st, 2nd and 3rd party data is used to meet your target accounts along their path to purchase
  • How to successfully attract and engage your B2B buyers, fill your funnel, and stay a step ahead of the competition.
  • How to properly utilise data and insight to optimise ABM performance
  • Scaling by industry and personas
  • How ABM outperform traditional MQL methodology in growing revenue

Silver Partner:

selling simplified abm account based marketing australia sydney singapore forum

3.40pm AEST | 12.40pm SGT

Ray Kloss
Director of Marketing, ANZ
CISCO

RESULTS OF ABM - WHAT DOES SUCCESS LOOK LIKE?

Measurement of ABM programs is consistently cited by practitioners as their number one challenge. In ITSMA’s 2019 ABM benchmarking research conducted with the ABM Leadership Alliance, measurement was cited as the second biggest challenge after personalisation, with 35% of ABM-ers saying that tracking and measuring ABM results was their biggest issue.

During this session we’ll discuss best practice approaches for ABM measurement

  • 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
  • Measuring results on existing accounts (up and cross sell) vs winning new accounts

4:20pm AEST | 1.20pm SGT

COFFEE BREAK

4:40pm AEST | 1.40pm SGT

saurabh singhal ABM Conference 2020

Saurabh Singhal
Group Head of Marketing, Corporate and SME
DBS Bank

Ross Ballantyne corporate marketing jll singapore abm event australia

Ross Ballantyne
Head of Marketing APAC – Corporate Solutions
JLL

wee seong red hat abm forum australia asia

Wee Seong Yeo
Head of ABM APAC
Red Hat

John Massey Asia Pacific Japan Australia Transmission ABM Agency Event

John Massey
Managing Director APJ
Transmission

CUSTOMER OBSESSION ACROSS APAC - UNLOCKING THE INSIGHTS THAT WILL DRIVE GROWTH OPPORTUNITIES

In ABM it’s crucial to gaining a detailed understanding of account profiles and your customers’ painpoints, what keeps them up at night, understanding their performance criteria and more.

During this session the panellists will share how they’ve gone about gaining these insights and how they go about it across the many different markets across Asia Pacific.

We’ll also discuss

  • Working with countries teams, from selecting accounts, local stakeholder management, research driven through standardised processes
  • How to work closely with sales to apply that information in an ABM framework that wins quicker and bigger deals faster.
  • How to unlock the insights that only sales have and understand how to apply them in your marketing campaigns.
  • Use outstanding marketing intent, persona and behavioural data to get sales onboard and excited to close opportunities created by your campaigns

Silver Partner:

5:20pm AEST | 2.20pm SGT 

Bev burgess itsma abm forum australia asia singapore event

Bev Burgess
SVP & Global ABM Practice Leader
ITSMA

SO YOU WANT TO BE AN ABM-ER? 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.

RECORDINGS AVAILABLE FOR PURCHASE!

Registrations for live sessions are now closed.

Are you committed to ABM?

AUD/SGD 25
Access to all sessions on-demandRegister Now!

THANK YOU TO OUR ABM PARTNERS:

Headline Partner:

Gold Partner:

Green Hat b2b marketing conference Sydney Australia 2020

Silver Partner:

Selling Simplified ABM Forum Asia Australia 2020

Silver Partner:

transmission abm agency virtual b2b marketing event asia australia singapore hong kong

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