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Account Based Marketing


Account Based Marketing is an increasingly popular strategy that concentrates integrated marketing and sales enablement resources on a clearly defined set of accounts that hold the greatest promise for growth.

ABM represents the next frontier in truly integrated marketing and sales execution. It is a logical and natural evolution beyond key account management with the goal of strategically accelerating revenue growth from existing customers as well as prospective new accounts.

This webinar will touch on key strategic best practice principles to leverage ABM to deliver personalized thought leadership/lead generation messaging to influencers and decision makers within a specific set of high value targeted accounts.

The webinar will cover the following topics:

  • Account Based Marketing defined – What is It…and is Not
  • Defining Your Audience – and Building a Target Executive Database
  • Selecting Target Accounts with the Greatest Potential for Growth
  • Developing Personalized Content
  • Best Practice Targeted Digital Delivery Strategies
  • Political Mapping – Targeting Influencers and Decision Makers
  • Building an ABM Technology Stack
  • Measuring Success – Developing ABM Key Performance Indicators (KPIs)
  • Common ABM Pitfalls…and How to Avoid Making Them


Craig Apatov, Managing Partner/Ascension

A three time Chief Marketing Officer (CMO), Apatov possesses 25+ years of experience in strategic marketing, general management, and consultative business development for multiple Fortune 100 companies. His experience includes senior level executive roles at Con Agra Foods, Citibank, GM, Mattel, Time Warner, and The Walt Disney Company.

Wesley Johnston PhD, Client Partner/Ascension

Wesley is an Ascension strategic sales enablement consultant and a Professor of Marketing for the Robinson College of Business at the Georgia State University. Johnston has served as a consultant and trainer in the areas of business-to-business marketing and strategic selling, key account and sales force management, and competitive strategies.

Johnston is a member of the American Marketing Association, where he received the Life Time Achievement award. Wes has worked on projects for AT&T, Beers Construction Company, Bushnell, Cargill, Carrier International, Cypress Communications, DuPont, Honeywell, Lanier Worldwide, Siemens, Thyssen Krupp, UPS, and Weyerhaeuser,

Jip Inglis, Managing Partner/Ascension

Jip is a former Brand Manager at Procter & Gamble and the Coca-Cola Company and brings a strategic and analytic orientation to help Ascension clients drive informed and systematic growth. His experience includes building renowned brands within highly competitive categories.

Mr. Inglis works on clients in the consumer products, retail, manufacturing, industrial/manufacturing, and financial services industries. He helps clients to link business growth objectives with actionable marketing strategies and sales executional programs.


Missed this webinar presentation? Available now On Demand free for 30 days. (You will be asked to register to watch the replay)

After 30 days, ISBM Members will be able to watch indefinitely in B2B Pulse.

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