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  • ICON NSW: Account-Based Marketing: Why is it getting so much oxygen?

ICON NSW: Account-Based Marketing: Why is it getting so much oxygen?

  • 28 September 2017
  • 07:45 - 09:00
  • K&L Gates Level 31, 1 O’Connell Street, Sydney


  • Members of the Association of Proposal Management Professionals

Registration is closed

With long sales cycles and an increasingly competitive landscape, our role as strategic marketing and BD professionals in the B2B environment is a challenging one.  One methodology, Account-Based Marketing or ABM, is getting more air time at the moment – helping professional services firms navigate the relationship between demand generation, leads and conversion – but how is it different to traditional marketing and BD approaches and why use it?

Simon Lane, CEO of The Spitfire Group will lead a discussion around ABM best practice and some ideas on how to focus on who and how to target clients using ABM.

Some key points that Simon will cover:

  • The 80:20 rule and demand generation – why account-based marketing and sales makes sense.
  • Expanding share of wallet and the questions to ask about actual opportunity in existing accounts.
  • How to implement ABM strategy and executing a pilot program.

A little more about our presenter:

Simon Lane is CEO of Spitfire, a sales and marketing practice focused on helping companies target, acquire and grow their key accounts. Spitfire works with organisations in professional services, manufacturing, technology and healthcare, using Account Based Marketing and Strategic Account Management to enable client success.

Simon has extensive experience in sales and marketing, notably as a senior sales and marketing leader with global IT brand, Fuji Xerox, with whom he worked for 12 years. Among his successes at Fuji Xerox include recognition for sales management excellence in both Australia and Asia-Pacific, as well as directing some of the most successful product launches in the company’s history.

As Executive General Manager of Marketing for Fuji Xerox Australia he led a 70-strong team comprising product development, digital, events, inside sales, brand, marcomm, PR, customer experience, insights, innovation and sales incentives.

Event details:

Date: Thursday, 28 September 2017
Time: 7:45 am for 8:00 am - 9:00 am
A light breakfast will be served. Please advise dietary requirements during registration.
Location: K&L Gates, Level 31, 1 O'Connell Street, Sydney

ICON Members:    $77 AUD (including GST)
Non-Members:     $99 AUD (including GST)

To register for this session, please click here.

We look forward to seeing you there!

ICON thanks event sponsor:

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