Bev Burgess, senior VP, ITSMA
Bev Burgess, senior VP, ITSMA – who reportedly coined the term account-based marketing – rounded off the Conference by explaining why ABM is the most exciting place to be in B2B, why it delivers the most amazing results for stakeholders and businesses, and how it can supercharge your career.
Eric Martin, VP customer experience marketing, SAP: Read as much as you can and learn from those around you.
Andy Pedack, relationship marketing director, Microsoft: Make sure you have a mandate for ABM from key executives within the business.
Andrea Clatworthy, head of account-based marketing, Fujitsu: Choose the right accounts up front. Don’t waste time and money chasing business that isn’t right for your services, products, brands and reputation.
Julie Johnson, executive director, marketing and accounts, KPMG US: Remember, marketing is uniquely positioned in the business to find the sweet spot between what the customer wants and what the organisation can provide.
Dorothea Gosling, global head, pursuit marketing and demand generation programmes, DXC Technology: Speak the language of sales. Understand the things they care about – such as meetings or opportunities generated – rather than traditional marketing metrics.
Raianne Reiss, director, America field marketing, Juniper Networks: Try carrying a sales quota to understand what it feels like to be a salesperson.
Charles Doyle, former CMO, JLL: Take the high ground from the start. Establish how your company will be positioned, and how marketing can achieve that.