C-suite Engagement: ABM’s Silver Bullet

Sir Francis Drake Hotel, San Francisco

Wednesday 2nd May 2018 – 6:30-9:30PM

Register here

About the club

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]

Why attend

  • Gain insights and ideas from thought leaders in your field
  • Benchmark your own plans within a collaborative and confidential environment
  • Network with this exclusive group of senior b2b marketing executives 

Dinner discussion

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: 

  1. Why must you have an effective c-suite component to your ABM plans in 2018?
  2. What are the most effective techniques to engage this hard-to-reach audience?
  3. Why must the historical view of marketing’s hand-off to sales change radically?

 

When and where

6:30pm Networking Drinks

7:00pm Chaired Debate

8:00pm 3-Course Dinner & Discussion

9:00pm Networking, Coffee & Desserts 

 

Register to Attend