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Revisiting Sales and Marketing Fusion

Association Of Professional Sales

Tuesday, 19 September 2017 from 09:00 to 11:30 (BST)

Revisiting Sales and Marketing Fusion

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Revisiting Sales and Marketing Fusion 19 Sep 2017 Free  

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Event Details

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.



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

Do you have questions about Revisiting Sales and Marketing Fusion? Contact Association Of Professional Sales

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When & Where

1 South Place
EC2M 2RB London
United Kingdom

Tuesday, 19 September 2017 from 09:00 to 11:30 (BST)

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Association Of Professional Sales

The Association Of Professional Sales is a not for profit organisation that has been created to work closely with the key thinkers and leading practitioners within the selling community developing knowledge that can be applied by all organisations and practitioners and those who are committed to improving the sales practice.

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Revisiting Sales and Marketing Fusion
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