Friday, 19th August 2022 | 09:00 - 04:00pm |ParkRoyal on Pickering, Singapore

10 Years of Strategic ABM at Fujitsu – Practical Workshop

Strategic Account Based Marketing (ABM) is an approach Fujitsu takes to focus on specific customer(s). It is quite different from traditional B2B Demand Generation marketing, hence orientation and training of colleagues in marketing, sales and account management is recommended before starting it and why we’re hosting this workshop during the B2B Leaders Forum in Singapore, 17-18 August.

It’s a customer centric approach: this is Fujitsu’s definition

ABM framework

We follow the 7 step ITSMA Methodology; and have adapted it to our needs:

itsma framework of abm

abm framework at fujitsu

Your Presenters:

Andrea Clatworthy, Global Head of ABM, Fujitsu speaking at b2b marketing conference in singapore, asia 2022Andrea Clatworthy , Global Head of Account Based Marketing, Fujitsu (ITSMA ABM certified)

Today Andrea Clatworthy is recognised as one of the “magnificent seven”, globally recognised ABM leaders by ITSMA. She was one of the world’s first adopters of ABM and has worked closely with Bev Burgess and ITSMA to codify ABM into a strategic marketing discipline. Fujitsu has embraced ABM wholly and under Andrea’s leadership Fujitsu has become an ABM powerhouse. Today Andrea leads the development of Fujitsu’s own ABM intellectual property.


james kissel fujitsu cmo marketing b2b conference in singapore asia 2022James Kissell, Global head of Vertical Industries Marketing and Member of the Global ABM Board, Fujitsu (ITSMA ABM certified)


Outline Agenda for the Workshop
The workshop agenda is designed as a teach-then-do, with group working together to enable the steps towards creating your own ABM plan. Important: please, do bring your own laptop. We will share some common ABM methodologies as well as our own – providing lots of practical examples and case studies to help you implement ABM in your own organisations. There will be ample time for questions to Andrea and James throughout to ensure everyone has a good understanding of the ABM concepts.

We will also aim to work on a real-world example using an actual APAC customer organization (tbc).

Learning objectives

  • Enable participants to understand the principles of an Account Based Marketing (ABM) approach and how to apply them in your account (s) for 1:1 Strategic ABM
  • Provide a methodology enabling marketing sales/account teams/ leads to work more closely together at a strategic level
  • Provide the basics upon which to build an actionable high-impact ABM plan(s) that can be fully integrated into the sales and account plan or campaign plan
  • Rethinking the starting point, think outside in, focus on the customer and the business needs

Some of the areas that we will focus on during the workshop:

  • Why ABM? What is DBM and how is it different to ABM
  • Account selection and why it is SO important?
  • What information do we need – and where can we source it from?
  • Defining a ‘Play’ to a customer
  • Mapping and Profiling customers
  • Execution and measurement
  • Example of an ABM KPI dashboard
  • Case studies and examples to inspire you when you return to your organisations

Slides will be shared with all participants after the session as reference material.