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Luncheon and Workshops FREE

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May 17
Crowne Plaze Hotel, Burlingame

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  ABM Workshops and Luncheon



  Luncheon Panel Discussion Only


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Laurie Beasley, President,
408-782-0046 x21

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Wednesday, May 17, 2017

DMAnc ABM Day: Tactical Roadmap for Account Based Marketing

Workshops and Luncheon
Account Based Marketing is the latest catch phrase for B2B marketing. A lot of people are talking about the fact that you "should" do it, but it seems many people are still unclear "how" to actually do it. This ABM day offers several workshops, taught by industry experts, to help you move beyond catch phrases and actually implement ABM in your organization.

Learn how:
  • To structure your media plan
  • To build your target list
  • Cadence and follow up are critical in ABM demand generation
  • To create a multi-touch marketing playbook to deliver opportunities and appointments for Sales
Special offer: If you join the DMAnc today, you will be able to attend this luncheon and workshops at no charge.

Come for the luncheon panel only, or stay for the whole day!

ABM Workshops

9:30 - 10:30 AM
ABM Foundation:
Building Your Target List

Speaker: Sky Cassidy, CEO, MountainTop Data

Account selection is the pebble that creates the ripples throughout Account Based Marketing. In this session we will discuss the steps and various techniques for building a target list. With over 15 years of in the trenches targeting experience we will show you 5 techniques for identifying target accounts and reasons you may be leaving out key accounts. We will also break down several methods for building a target account list based on specific company/product types and ABM goals. Then we will discuss our goldilocks philosophy on contact targeting in ABM.

 Key Takeaways:
  • How to identify target accounts
  • Reasons you are missing key accounts
  • ABM Contact Targeting philosophy
  • Step by step guide to comprehensive ABM targeting
10:45- 11:45 AM
How to Build, Execute and Measure a Dynamic ABM Media Strategy for B2B Marketers

Speaker: James Miller, SVP Business Development, DWA

Account Based Marketing has been firmly established as a viable strategy for many B2B marketers. However, agreeing to a strategy and delivering results are not mutually exclusive.
Join Today Offer


Wed, May 17


  Crowne Plaza Hotel
  1177 Airport Boulevard
  Burlingame, CA 94010
  (650) 342-9200
Overnight Hotel Accommodations are up to the Individual and are Not Included in the Registration.
The DMAnc reserves the right to change location and will notify all registrants if a change occurs.

9:15-9:30AM Registration & Networking
9:30-10:30AM ABM Foundation Wksp
10:45-11:45AM ABM Media Strgy Wksp
12:15-1:45 Luncheon Panel Discussion
2:00-3:00 Fixing ABM Gaps Wksp
3:15-4:15 ABM Playbook Wksp

Cost:  Join Today
1 year membership   $150
Bonus: Attend This Month's Lunch & Workshops FREE When You Join the DMAnc

Cost: Luncheon Panel Only
DMAnc Member:
BMA Member:
Register for Luncheon

Cost:  All ABM Workshops with Luncheon included
DMAnc Member:
BMA Member:
Register Now for Workshops and Luncheon:

Membership Status
If you do not have a current membership, the non-member rate will be charged.

Cancellation Policy
Email us at ; you will receive a refund up until 48 hours prior to the event. No-shows will be billed.

In this session, you'll learn what to look for from ABM partners, how to execute the right content and creative against your media strategy, and ultimately, get the most ROI out of your ABM budget.

Key Takeaways:
  • The difference between a demand generation funnel and customer growth funnel
  • How to leverage your data and its associated insights to build a dynamic account based marketing strategy
  • Where and when to place content across your buyers' journeys to drive engagement and generate leads
  • How to deliver dynamic creative to reach customers with relevant messaging and imagery at every stage of the purchase funnel
  • Why an agreed measurement framework will propel your ABM strategy directly to the board level

12:15 - 1:45 PM
"Ask the Experts" Luncheon Panel Discussion

Sky Cassidy, Debra da Costa, James Miller, Valerie Peck, Deborah Plasencia, Gina Varela

If you cannot join the all-day workshops, feel free to come just for lunch. Our panel of industry experts will discuss challenges and solutions for Account Based Marketing. You can ask your own questions, and we'll address other questions, such as:
  • What is the # 1 lesson you [panelist] want to provide from your perspective on ABM? (perspectives: media/list build, tm, creative)
  • What importance does customization have in ABM ? How far should we take it? (Unique correspondence to each contact?)
  • What is the best means of reaching C-level contacts?
  • Should you perform lead generation during the process of list building?
  • What is the biggest impediment to list building? Remedy?
  • We aren't getting the traction we expected from ABM and I'm worried we are pursuing the wrong accounts, any suggestions?
  • Once target accounts are identified and data is collected is there any more need for list companies?
  • We're in the middle of our ABM process and finding out that we need more information on our target accounts. Any suggestions?
  • What are the various applications (uses) for ABM ? (branding, lead gen, etc.)
  • How do we most effectively use ABM to schedule sales demos and meetings?

2:00 - 3:00 PM
Fixing the Gaps in the ABM Process - the Role of the Human Touch
Debra da Costa, President, and Deborah Plasencia, Director Client Services, Direct Marketing Partners

Identifying your ABM key accounts through analysis and research can be arduous. However, the real ABM challenges appear after the MarTech. Companies often falter when they attempt to execute target contact build outs and the prospect engagement processes. Data is often stale, inaccurate and sucks up a lot of time and resources without yielding results. Low engagement rates follow and the messaging is left undelivered and lead generation suffers. There are several techniques to solve this and we will share them in this interactive session.

Key Takeaways
  • Hear about the hidden ABM challenges that arise after the MarTech stage.
  • Learn how to find those missing and valuable contacts in your ABM target accounts.
  • Get the scoop on how to gain email addresses and opt-ins.
  • See how cadence and follow up are critical in ABM demand generation.
  • Learn from the experts as they share their stories from the front lines.
  • Bonus: Can you really generate qualified leads at the same time you're building your account database? We did. Find out how....
3:15 - 4:15 PM
Building Your ABM Marketing-to-Sales Playbook to Deliver Opportunities and Appointments to Sales
Laurie Beasley, President, Beasley Direct and Online Marketing, Inc. and Gina Varela, Sr. Global Campaign Manager, Veritas

Once you've built your targeted list and media plan, then you need to reach out to your prospects and get them to engage in a sales discussion. We have found it can take 7-21 touches to find and pre-qualify a sales lead. This session will discuss ABM multi-touch marketing strategies for creating qualified leads you'll deliver to sales. We will discuss extensive case studies on sales door opener campaigns, which included email, dimensional direct mail, and telemarketing to reach a target list and deliver opportunities and appointments to Sales.

Key Takeaways:
  • How to decide on an offer
  • Multi-touch strategies
  • Why dimensional direct mail
  • The role of telemarketing in the multi-touch methodology
  • Case studies with samples you can view
For additional information on our workshops and the Online Marketing Certification program, click here.

Register for the ABM "Ask the Experts" Luncheon Panel Discussion Today

    Luncheon Meeting Add Event to Calendar

Register for the ABM Workshops and Luncheon Today

    DMAnc Member ($150)
    DMAnc Non-Member ($200)

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