19 September 2017: 9.00 am – 11.30 am BST at Oracle, 1 South Place, London  EC2M 2RB :

     Key takeaways: When to deploy ABM and DBM for success; When and how to engage with marketing colleagues; How to embed the basics into business as usual; How machine-selling is an opportunity for sales people, not a threat; Some real-life insights on how business buyer behaviour is changing in UK Enterprise; The 3 key questions you should put to to your marketing team today!

How Successful Sales teams use Account Based Marketing

Account Based Marketing (ABM) is about sales and marketing working together, and focussing on a small number (normally 1:1) of accounts to develop them, or in Deal Based Marketing (DBM), using the  same techniques, to help win an opportunity.

Andrea Clatworthy will share with you:

  • When to deploy ABM and DBM for success
  • When and how to engage with marketing colleagues
  • How to embed the basics into business as usual

Andrea Clatworthy is Head of Account Based Marketing (ABM) & Deal Based Marketing (DBM) for Fujitsu across Europe, the Middle East, India & Africa. She has 20 years B2B marketing experience across multiple geographies.  She recently held this session for the Cranfield Key Account Mangers Club, and has been recommended to the APS to do the same.

The birth of machine-driven sales pipeline

It’s now clear that as a result of the internet, consumers and even businesses have changed their behaviour in how they buy products and services.  In a word where 80% of the purchase decision is made before talking to sales, we are pioneering techniques to intercept the early roots of buyer behaviour, using machine-learning and digital body language to change the game.

In this session we’ll talk about the trends we’re seeing with clients as we build sales pipeline in the new world, and how sales teams can benefit from stronger pipeline and better marketing support.

James McCarthy will share with you:

  • How machine-selling is an opportunity for sales people, not a threat
  • Some real-life insights on how business buyer behaviour is changing in UK Enterprise
  • The 3 key questions you should put to to your marketing team today!

James McCarthy is an expert in creating sales demand for products & services.  Following a career with global brands, James founded digital agency Brightfly in 2014, to put some digital science into lead generation.  Using pioneering machine-learning techniques, Brightfly is now generating high quality sales pipeline for some of the largest global brands.

AGENDA

9.00 – Registration, refreshments & networking

9.30 – Welcome from the Association of Professional Sales

9.40 – Session Content

11.00 – Practitioner debate

11.15 – Feedback, Outcome, Stance

11.30 – Networking & Member Exchange / Close

APS Fellows and Advanced Members Event

Andrea Clatworthy - Fujitsu

Andrea Clatworthy
Fujitsu

James McCarthy - Brightfly Digital

James McCarthy
Brightfly Digital

Many thanks to our Skills Partner

We would like to share your contact details with our Skills Partner, Huthwaite International so that Huthwaite International may contact you directly for marketing and promotional purposes.  If you do not want us to forward your contact details to Huthwaite Research Group Limited trading as Huthwaite international, please email me at jennie.harnaman@the-aps.com.