Today’s B2B buyer is self-educating and self-selecting. She is part of a team of decision makers—a group of employees at a company who decide whether or not to make a purchase. She is no longer just an individual buyer (a single lead), she is part of a company decision team (an account).
B2B marketers have spent the majority of their careers talking about leads—individual buyers. But that is beginning to change. It is absolutely important to market to the individual. However, it is just as, or in some cases, even more important to market to the account. Because, as a B2B company, your sales team sells into a company, not an individual person. And as a result of this shift, marketers are beginning to speak in the same terms as their sales team—in accounts.
Marketers are realizing that just because a lead is engaged with your brand, doesn’t necessarily mean that lead is a good fit for your product or service. A lead with high engagement may belong to a company that is a bad fit for your business, may be a student, or even may be from a competitor. And this causes sales and marketing alignment issues.
There has to be a better way.
Account-Based Marketing (ABM) is gaining traction as the viable compliment to traditional sales and marketing efforts. ABM allows sales and marketing teams to be more personalized and targeted for the accounts that matter most to their business.
So many people are talking about ABM, we at EverString decided it was time to take the conversation on the road!
EverString is bringing ABM to a city near you. We’re hitting up six cities throughout the US to bring you ABM After Hours, a three-hour meetup that will include a trendy venue, influencer keynote speakers, thought provoking conversations, and delicious bites & drinks. We’ve launched East Coast registration already, with registration Mid-West and South coming soon, so keep an eye out!
Below is the schedule of the tour complete with speaker info and locations, we’d love to see you out on the road! Make sure to register or get in touch with us at firstname.lastname@example.org for more information!
Boston | 4:00pm – 7:00pm | Tuesday, August 2nd
W Hotel | 100 Stuart St
Keynote: Joe Chernov, VP of Marketing, InsightSquared
Joe Chernov is the Vice President of marketing for InsightSquared, a sales performance analytics company. He was previously a marketing executive with HubSpot, Kinvey and Eloqua. He’s been a marketing leader during two successful IPOs. The Content Marketing Institute awarded him “Content Marketer of the Year” and AdWeek named him one of the 100 most creative people in advertising. Joe serves on the board of advisors for several tech startups and is part of Flybridge Capital’s advisor network.
Thomas Zimmerman, Manager of Global Lead Development, Lionsbridge
Thomas Zimmerman is the Manager of Global Lead Development at Lionbridge Technologies, the global leader in translation management technology and translation services. He created and implemented Lionbridge’s global lead management framework and buyer journey personalization model.
NYC | 4:00pm – 7:00pm | Thursday, August 4th
Crosby Street Hotel | 79 Crosby St
Keynote: Joe Chernov, VP of Marketing, InsightSquared
Dayna Rothman, VP of Brand, Content and Demand Generation, EverString
Dayna Rothman is Vice President of Brand, Content, and Demand Generation at EverString where she leads content, web, and SEO strategy. Prior to EverString, Dayna led content marketing at Marketo. Dayna authored the book Lead Generation for Dummies and has authored numerous Lynda.com/LinkedIn courses including Content Marketing Fundamentals and Blogging for Business.
Austin | 4:00pm – 7:00pm | Tuesday, August 16th
Hotel Van Zandt | 605 Davis St
Keynote: Craig Rosenberg, Co-Founder and Chief Analyst, TOPO
Craig Rosenberg is the Chief Analyst and Co-founder of Topo, a research and advisory firm that helps sales and marketing organizations adopt the patterns and plays used by the world’s fastest growing companies. Craig is also well-known for his work as the editor of the very popular sales and marketing blog, the Funnelholic.
Kathy Macchi, VP of Consulting Services, Inverta
Kathy Macchi has had over 25 years of sales, marketing, and IT experience in the high technology industry. From starting high-tech businesses to working in Fortune 500 to consulting on demand generation programs with some of the top high tech companies in the industry, Kathy has always been focused on how to grow businesses and keep an eye on customer satisfaction.
Atlanta | 4:00pm – 7:00pm | Tuesday, September 13th
Whiskey Blue, W Hotel | 3377 Peachtree Rd
Keynote: Sangram Vajre, CMO, Terminus
Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Pardot through its acquisition by ExactTarget and then Salesforce. He’s the author of Account-Based Marketing For Dummies and is the mastermind behind #FlipMyFunnel. Follow him on Twitter @SangramVajre
Kevin O’Malley, VP of Demand Generation, Salesloft
With over 15 years of Product Management, Marketing and Sales Development experience, Kevin O’Malley enjoy’s learning new methods of creating demand that will improve the speed and accuracy of creating predictable and scalable revenue. He is currently the Vice President of Demand Generation, where his team has a very simple mission: become the world class authority in sales development. In his role he is specifically focused on aligning marketing resources in building and optimizing a lead to renewal discipline for content, sales development, sales and customer success teams to maximize their effectiveness.
Any questions or need more info? Reach out to email@example.com and we’ll be happy to help.