What is Account-Based Marketing & Why Should B2B Marketers Care?

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What is this Account-Based Marketing thing I keep hearing about!?

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Have you heard people talking about Account-Based Marketing (ABM) by the watercooler? Maybe you read about it on a blog, or even heard about it on a podcast?

You might know Account-Based Marketing is around but has anyone been able to give you a succinct definition of what it is, and more importantly, can it help me?

Is Account-Based Marketing just another fad, or is this a game-changing new method for B2B marketers looking to add an edge to their arsenal.

If you’re ABM curious, make sure you don’t missout on this expert ABM panel.

👉🏾 Here’s what you’ll learn 👈🏼

  • What is Account-Based Marketing (ABM) and how does it work in the B2B world
  • How to implement ABM in your organisation
  • What is the right type of ABM for your organisation
  • How to design your first ABM campaign
  • Overview of an ABM tool stack

👉🏾 Who should attend 👈🏼

  • Marketing executives and representatives (from any level of an organisation)
  • C-level executives
  • CEOs, CMOs, or Heads of Sales & Marketing seeking larger deals, shorter sales cycles, higher margins, and greater customer retention and upsell
  • Marketers growing B2B brands
  • Founders, entrepreneurs and business owners looking for an edge to grow their business

🎙Who are the speakers?

Andrea Dixon | Director APAC Marketing | DocuSign

As Director APAC Marketing at DocuSign, Andrea focuses on orchestrating DocuSign’s marketing and communication strategy across the Asia Pacific region.

Andrea brings over 15 years of B2B technology marketing experience and a proven track record for driving innovation, market adoption and hyper-growth to her role at DocuSign.

Previously, she was Director JAPAC Marketing for The Marketing Cloud at Oracle. Prior to joining Oracle, Andrea held APAC Marketing Manager positions at Responsys and SunGard as well as various B2B SaaS technology marketing roles.

Andrea holds a Bachelor of Business from Federation University Australia. Andrea is an Associate Fellow, Certified Practicing Marketer with the Australian Marketing Institute. She has also held various leadership roles at the Melbourne University Boat Club.

Natalie Mendes | Account-Based Marketing Specialist | SAS Asia Pacific

Natalie Mendes born and raised in Melbourne, intended on a TV and entertainment career to host music programs. She grew up with a passion for 80’s British pop, Motown dancing, playing all types of sports and a fondness for statistics. Switching from an Arts degree to an Applied Statistics and Computer Science degree specializing in Psychology, her life took a different direction towards data and analytics in which she led the Advanced Analytics capabilities for SAS Australia / New Zealand.

With a background as a data science consultant (read her blogs), Natalie has been working in a sales and marketing pursuit role advising large strategic accounts for over 20 years. Progressing her journey as a Product Marketer and developing her career in Marketing, she was tasked with a new initiative to set up the APAC Account-Based Marketing framework – so she jumped at the idea as she loves fresh challenges.

The first thing she did was to get Account-Based Marketing Certified by ITSMA in the US, the pioneers behind the concept of Account-Based Marketing. And so the adventure continues and her story has turned into a global modern marketing success making an impact in B2B business.

Shahin Hoda | Director of Growth | xGrowth

Shahin is the Founder of xGrowth, an agency helping B2B technology firms build and maintain predictable, revenue-focused growth engines. Shahin and his team work with brands like VicRoads, Byte and Village Roadshow, maximising their marketing efforts with great results.

When: Thursday March 12

Where: TBC


6:00pm - 6:30pm: Arrival and Networking

6:30pm - 7:30pm: Presentation

7:30pm - 7:45pm: Q&A

7:45pm onwards: Networking

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