ITSMA’s Account Based Marketing (ABM) Council is comprised of senior-level marketing professionals focused primarily on designing and building their company’s ABM program. The Council is a peer network designed to raise the bar for developing, marketing, and selling an integrated ABM Program through best practice knowledge sharing and research.

1. Jeff Sands | Vice President and ABM Practice Lead | ITSMA

2. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 2
Overview
ITSMA’s Account Based Marketing (ABM) Council is comprised of
senior-level marketing professionals focused primarily on designing
and building their company’s ABM program.
The Council is a peer network designed to raise the bar for
developing, marketing, and selling an integrated ABM Program
through best practice knowledge sharing and research.

3. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 3
Council Objectives
 Creating a knowledge community to facilitate networking
among marketing executives dedicated to growing their
ABM Programs
 Applying the 1−1 principles of ABM to relevant
other marketing strategies and programs
 Sharing best practices with other
participating companies on critical
challenges associated with planning
and implementing ABM
 Creating working groups to develop ABM
thought leadership, benchmarking and
research
 Setting industry standards on selected
practices and issues related to ABM

4. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 4
ABM Council Members
AMB Council members are:
 Employed at an ITSMA participating
company
 Senior-level marketing
professionals with significant
experience in and influence
over their company’s ABM Program
 Passionate about improving their
company’s ability to develop, build and
manage an effective Corporate ABM
Program
The Council is limited to 12 members and is by invitation only

5. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 5
Membership Criteria and Guidelines
 ITSMA Annual Corporate Program—Council
members must represent companies that are
corporate clients of ITSMA.
 Position—All members must hold senior-level
positions in their organizations and have
significant influence over their company’s ABM
program.
 Attendance—All members must attend at least
one teleconference meeting and one face-to-face
meeting per year. Members may not send
delegates in their place unless:
– They are presenting as subject matter experts,
or
– Are approved in
advance by ITSMA
and the attending
council members.
 Participation—All contributors are expected to
participate actively in the Council. This includes:
– Actively participating in Council research
projects, and
– Leading or collaborating on a Council
subcommittee, and/or
– Making a presentation and/or leading a
discussion at a Council meeting.
 Confidentiality—Council meetings are organized
to encourage open discussion without concern for
personal or company reputation. Council
participants and ITSMA itself are free to use the
information received at Council meetings, but not
to reveal the identity or company affiliation of the
speaker(s) or any other participant.
 Invitation Only—The Council is limited to 12
companies, with vacancies filled by invitation only.
ITSMA is responsible for extending membership
invitations.
Eligibility for Council membership includes the following:

6. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 6
 ITSMA’s ABM Council will cover a wide
range of topics recommended by
Council members. Some of the issues to
be addressed during meetings and
through research include:
– ABM Adoption Model (continuing activity)
– Pushing the Envelope on ABM
Sophistication
– Marketing and Social Media—ABM
applications
– Sales and Marketing Collaboration
– Communicating the Value of ABM
internally and externally
– Other topics and issues raised by council
members
 In addressing these topics, participants
benefit from:
– New thought leadership on account-
based marketing based on primary and
secondary research
– Peer learning and best practice sharing
(including Council participant
presentations)
– One to two in-person meetings, two+
teleconference meetings
– Participation in Council subcommittees,
research, and tasks
Program and deliverables

7. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 7
Council Priorities for 2013
Pushing the Envelope on ABM Sophistication
 What’s new?
 What successes can we learn from?
Applying Marketing Automation and Technology tools to ABM
An ABM Benchmark Study Update
Balancing the Offshore and Local ABM resources for research
and shared marketing services

8. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 8
Council Meetings and Promotion
Council Meetings
 Four scheduled meetings will be
held with two in-person meetings
and two teleconference meetings
per year
 ITSMA organizes each meeting
based on input and content
contributions from Council
participants
Council Promotion
 ITSMA includes general
information about the ABM
Council and its activities on the
ITSMA website, including a list of
companies represented on the
Council
 Individual Council members are
not identified by name except to
others within their company

9. ITSMA’s Account Based Marketing Council Overview | ABM4529 | © 2013 ITSMA. All Rights Reserved. | 9
Contact
Jeff Sands
Vice President and ABM Practice Lead
ITSMA
jsands@itsma.com
+1-781-862-8500, Ext. 111