The Kite Club is a network of senior b2b marketing executives working within the world’s most innovative businesses. We collaborate on the issues our community are facing and bring practical insights and ideas to your challenges. Membership is free and by invitation only. [more]
Account-based marketing (ABM) is widely considered to be today’s most effective b2b marketing approach. A recent survey by the Information Technology Services Marketing Association (ITSMA) revealed that 84% of businesses said that account-based marketing delivers higher ROI than any other type of marketing. Attractive stuff. Measurable too.
However, there are many challenges with ABM and one, in particular, arrives when you factor in the c-suite. If you’re taking a high value or strategic proposition to market you need boardroom buy-in. This is particularly difficult because the c-suite spend less than 2% of their time with vendors [Harvard Business Review]. That’s less than an hour a week.
In addition, getting a positive decision involves an increasing number of people. The typical b2b sale involves 5.4 client-side contacts according to CEB. Increase the deal size and this number increases significantly. As a result, the “consensus sale” involves multiple c-suite stakeholders and your campaign’s success has multiple “opportunities” to go awry. We will be discussing:
6:30pm Networking Drinks
7:00pm Chaired Debate
8:00pm 3-Course Dinner & Discussion
9:00pm Networking, Coffee & Desserts