Slides from After the Pandemic Pivot Webinar on August 25, 2020

1. &
After the Pandemic Pivot:
Lessons Learned for the
Next Wave of ABM
Rob Leavitt, Senior Vice President, Consulting, ITSMA
Anna Abrell, Senior Enterprise Marketing Manager, Braze
Heidi Eisenstein, Director, Enterprise Field Marketing,Americas,Adobe
Rachel Herz, Head of Account-Based Marketing, Cockroach Labs
Keith Pranghofer, Director, Account Based Engagement, Microsoft
ITSMA & ABMLA Webcast
August 25, 2020
#NextWaveABM
@ITSMA_B2B
@ABMLA1

2. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 2#NextWaveABM
Today’s panelists
Rob Leavitt
Senior Vice President
Consulting
ITSMA
@Robleavitt
Keith Pranghofer
Director,
Account Based Engagement
Microsoft
Anna Abrell
Senior Enterprise
Marketing Manager
Braze
Heidi Eisenstein
Director, Enterprise Field
Marketing, Americas
Adobe
Rachel Herz
Head of
Account-Based Marketing
Cockroach Labs

3. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 3#NextWaveABM
Housekeeping
• Slides and replay available after
the webcast
• If you’re tweeting:
#NextWaveABM
@ITSMA_B2B
@ABMLA1
• Questions? Submit online and we’ll
follow up after the session

4. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 4#NextWaveABM
Interested in fresh benchmark data?
https://itsma.iad1.qualtrics.com/jfe/form/SV_3n2bWAYfF0RdgFv?SRC=1

5. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 5#NextWaveABM
Lessons learned:
Working with our
marketing teams

6. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 6#NextWaveABM
Lessons learned working with Sales:
What’s changed since the pandemic began?
Top Box
Score
Our ABM programs are closely aligned
with our sales coverage model
42
ABM marketers at our company work hand-in-hand
with the inside sales reps
35
We are completely satisfied with the degree of collaboration
between marketing and sales when it comes to ABM
16
1=Strongly
disagree
Mean rating 5=Strongly
agree
Sales alignment in 2019
Note: Mean rating based on a 5-point scale where 1=Strongly disagree and 5=Strongly agree (N ~ 130).
Top box score is the percentage of respondents that strongly agree.
Source: ITSMA and ABM Leadership Alliance, 2019 ABM Benchmark Study, October 2019
4.1
3.8
3.2

7. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 7#NextWaveABM
Lightning Round!
Favorite
new
tactic

8. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 8#NextWaveABM
Changing focus on customers
and markets?
New vs.
existing
accounts?
Changing
industry
focus?
New
buying
centers?
New
regional
mix?

9. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 9#NextWaveABM
Rethinking campaigns and the marketing mix
.
Source: ITSMA, How Executives Engage Survey,
June 2020
% of respondents (N=297
Engage us with a collaborative innovation process
Publish high-quality thought leadership publications
on relevant business and industry issues
Meet/speak with me regularly without giving me a
sales pitch at every meeting/call
Demonstrate a deep understanding of my role and
personal business/technology objectives
Top 4
Trusted Advisor
Engagement
Priorities

10. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 10#NextWaveABM
Lightning Round!
Inspiration
at work?

11. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 11#NextWaveABM
Photo by niklas_hamann on Unsplash
So… what’s keeping
you up at night now?

12. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 12#NextWaveABM
Planning amid
uncertainty

13. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 13#NextWaveABM
Lightning Round!
Silver linings?

14. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 14#NextWaveABM
Closing
thoughts

15. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 15#NextWaveABM
Today’s panelists
Rob Leavitt
Senior Vice President
Consulting
ITSMA
@Robleavitt
Keith Pranghofer
Director,
Account Based Engagement
Microsoft
Anna Abrell
Senior Enterprise
Marketing Manager
Braze
Heidi Eisenstein
Director, Enterprise Field
Marketing, Americas
Adobe
Rachel Herz
Head of
Account-Based Marketing
Cockroach Labs

16. ITSMA & ABMLA Webcast | After the Pandemic Pivot: Lessons Learned for the Next Wave of ABM | August 25, 2020 | OLB200825 © 2020 ITSMA. All rights reserved. www.itsma.com 16#NextWaveABM
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