What’s the deal with Account Based Marketing?


Read more in the description below.

**Ticket includes 2 drink tickets and snacks**
November 14th, 2019 * Finnovation Lab MPLS * 5.30pm – 8.30pm

71 in stock



Is account-based marketing (ABM) really something new and different or is it just good B2B marketing? Sirius Decisions tells us ABM is about marketing & sales alignment, targeting your highest propensity prospects & customers (Ideal customer profile), and personalizing the content & message. How is that different than what B2B marketing should be doing? TOPO tells us the number one challenge facing organizations in doing ABM is scaling the program. Is ABM just another type of demand program to add to the mix or is it a foundational shift in Go-to-market strategy? How do I scale an ABM program? Let’s talk about how real practitioners think about and execute ABM.

During the first 10 minutes of the presentation, Bob Peterson of SiriusDecisions will provide an overview of ABM to lay the groundwork before we dive into the content with the panel that represents a diverse knowledgebase – some at the very beginning stages of their journey, some gaining traction, and others more advanced with practical advice to share to those interested in how ABM can drive business growth and sales performance.

Our *amazing* panel of executives include:

  • Mike Bernard, CMO of Insite Software
  • Erin Rowles, Director of Marketing Technology & Automation at Deluxe
  • Susan Peterson Schatschneider, Sr Director, Revenue Marketing at 6Sense
  • Jessica Pate, Account-Based Marketing Manager at Siteimprove
  • Moderator: Bob Peterson, Senior Director, Sirius Decisions

Location: Finnovation Lab
817 S 5th Ave #400, Minneapolis, MN 55404

See the Event Details tab for more information.

A Big Thank you to our Sponsors

*By attending our event you give consent for our sponsors to have access to your information.

Meet the Panelists

Mike Bernard, CMO of Insite Software

Mike is the CMO of Insite Software, an eCommerce software company in Minneapolis. Prior to Insite, Mike has held various marketing leadership roles at 3 SaaS companies and spent nearly 4 years at top-ranked systems integrator and consulting firm.

With over 10 years of experience in demand generation, marketing operations, MarTech and all things digital, Mike has begun to focus his go-to-market strategy on ABM. Mike is passionate about using creative storytelling to create content that resonates with people and using technology to disseminate that content. At the end of the day, it’s all about conveying the “why” to prospects and customers. “Why should I care? Why does that matter to my business? Why should I do things differently? Why should I give you the time of day?” An ABM approach is the perfect way to get that message across.

Susan Peterson Schatschneider, Sr Director, Revenue Marketing at 6Sense

Susan eats, sleeps and breathes ABM in her current role leading revenue marketing at 6sense. Susan joined 6sense for the opportunity to build from the ground up a scalable ABM approach as the core Go To Market strategy – combining inbound bound, outbound, digital and events into one consistent approach.

Prior to joining 6sense, Susan held roles as Vice President of Demand Generation at Code42 and Global Program Director of Marketing Campaigns & Analytics at IBM Security division. Susan lives in Minneapolis with her husband, Lee and two hockey-playing kids, Sabine and Leo.

Erin Rowles, Director of Marketing Technology & Automation at Deluxe

Erin is the leading a new Marketing Technology office at Deluxe, responsible for marketing automation strategy, integrating new technologies into the martech stack, and managing the marketing data supply chain.

Erin is a frequent speaker on the marrying of marketing and technology, implementation and strategy. She pulls from her 13+ years of marketing operations experience on both the client and agency sides.

Erin lives in New Brighton with her husband Matt and 4-year-old daughter Liv. If she’s not at work, you’ll find her enjoying the Minnesota lake life, hosting friends and family at her home, or playing Barbies (begrudgingly) with Liv.

Jessica Pate, Account-Based Marketing Manager at Siteimprove

Jessica is the account-based-marketing manager at Siteimprove. Jessica helps to define the US market’s strategy from the technology stack, choosing target accounts, aligning with sales, and measuring campaign success. Before Siteimprove, Jessica worked in marketing and sales after completing her studies at St. Olaf College.

Jessica lives in downtown Minneapolis where she enjoys exploring the city but more often than not you can find her up north at her cabin or painting (mediocre) paintings.




Meet The Moderator

Bob Peterson, Senior Director, Sirius Decisions

Bob is a sales and marketing thought leader with more than 20 years of experience leading marketing initiatives in mid- to large-sized global organizations, particularly focusing on developing account-based marketing strategies to help sales and marketing organizations forge tighter alignment around high-value accounts.

Prior to joining SiriusDecisions in 2013, Bob served as global marketing director for the financial services and service industries business unit of Lawson Software. While at Lawson, Bob was responsible for all marketing areas supporting a large existing customer base, including customer experience and retention initiatives. He was also director of marketing and communications for Shavlik Technologies, a security software company, where he ran a department responsible for demand generation, event management, channel marketing, and public/analyst relations.

Event Details

5:30 - 6:15 Check In & Networking
6:15 - 7:15 Content - Welcome & Panel Presentation (last 10 min for Q&A)
7:15 - 8:30 Social Hour & Networking

Date: November 14, 2019

Start time: 05:30 p.m.

End time: 08:30 p.m.

Venue: Finnovation Lab MSP: 817 S 5th Ave #400, Minneapolis, MN 55404