C-suite Engagement: ABM’s Silver Bullet
Sir Francis Drake Hotel, San Francisco
Wednesday 2nd May 2018 – 6:30-9:30PM
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:
When and where
6:30pm Networking Drinks
7:00pm Chaired Debate
8:00pm 3-Course Dinner & Discussion
9:00pm Networking, Coffee & Desserts