Faster Time to Impact with Account-Based Marketing
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Megan is a sales and marketing thought leader with more than 15 years of industry and professional services experience. She has worked both in – and for – organizations to build a wide variety of collaborative sales and marketing deliverables that drive systematic, predictable growth.

Date: Wednesday, 10 July 2013

11:30 a.m. – 12:30 p.m. EDT
4:30 p.m. – 5:30 p.m. BST

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When sales has a list of specific accounts to target, marketing must approach execution differently. What works for broad-based demand creation won’t help with the unique demands of strategic and named account sales models. Many of our clients are developing account-based programs and want to know how to get started in a way that delivers value faster. Trial-and-error approaches don’t work as well as using a proven model for planning and execution. No one knows these challenges better than someone who’s working on ABM right now in a global organization, so we’re bringing that view to you. You’ll hear lessons learned from a marketing leader who has great insights to share based on his work to support the account-based marketing journey.

In this new Webcast titled "Faster Time to Impact with Account-Based Marketing," SiriusDecisions is pleased to join with Bob Basiliere, Vice President and global lead for account-based marketing at EMC, to explore what account-based marketing success requires. We’ll cover the following areas, sharing SiriusDecisions best practices and how they’ve been put into action by Basiliere and his team:

  • How know if you’re ready for an account-based approach
  • How to design an ABM pilot that delivers results while helping marketing and sales learn how to work together more than ever before
  • What account information is a must-have for ABM marketing plans and how to get it
  • How to communicate with sales and the broader marketing team before, during and after the ABM initial phase
  • How to learn from initial ABM outcomes and adjust as you go
  • How to handle financial and people resource constraints that challenge ABM execution
  • How to measure the impact and influence of ABM work

Megan Heuer, Vice President and Group Director, Data-Driven Marketing

Bob has been with EMC for 14 years and is responsible for EMC Marketing’s alignment with EMC Global Accounts, a customer segment comprising 80 top tier accounts in EMC’s 3 major theaters of operation, worldwide. Bob directs account-based marketing strategies that align to EMC’s and their customer’s business plans and objectives, in close partnership with sales leadership and individual account teams.

Bob Basiliere, Vice President and Global Lead for Account-Based Marketing, EMC