Ask Me Anything: Account-Based Marketing (ABM) Success Stories + Failures

By November 5, 2019
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A true ABM strategy has account-based experiences at its heart that focus on the overall lifetime value of an account, going beyond segmentation and personas. Join us to learn from marketing peers and leaders as they share their successes and failures in real-world case studies and what it takes to deliver a true ABM program in partnership with sales.

Host & Sponsor
IBM Austin Marketing


  • Panelist: Pam O’Neal, Director of Growth Marketing, Secureworks
  • Panelist: Marin Heard Annen, Global Digital Content Manager, Vrbo
  • Panelist: Frank Guardi, Worldwide Senior Campaign Manager, IBM
  • Moderator: Jordan Lilly, WW Campaign Manager, IBM

Tuesday, November 5th, 7:45 AM – 9:00 AM

IBM Austin Campus, 11501 Burnet Road, Building 906, 5th Floor in SXSW Event Room

Event Details
Networking Breakfast: 7:45 AM
Welcome & Opening Remarks:  8:00 AM
Panel Discussion: 8:05 AM – 8:35 AM
Q&A: 8:35 – 9:00 AM


IBM Austin Campus, 11501 Burnet Road, Building 906, 5th Floor in SXSW Event Room

Parking Details
You may park in any available spot in the parking lot or garage.

Pam O’Neal, Director of Growth Marketing at Secureworks: Pam O’Neal is the head of growth marketing at Dell Secureworks, where she is responsible for fueling revenue growth and customer happiness. As a B2B SaaS marketing and growth leader, she has a 20-year success record building strong brands and demand generation organizations for B2B SaaS and enterprise technology companies. She specializes in transformational change, growth-stage leadership, and customer advocacy. Prior to Secureworks, Pam was the Senior Vice President of Marketing at Absolute Software, and held marketing leadership roles at several SaaS marketing startups that resulted in successful acquisitions.

Mairin Heard Annen, Global Digital Content Manager at Vrbo: Mairin is a Global Digital Content Manager at Vrbo, the go-to for families and friends to book vacation homes, cabins and condos. She has been at the company for 8 years and leads video strategy and influential partnerships on the global social media team. Mairin helped develop the influencer program from the ground up and has built inspirational travel campaigns with individuals including Chriselle Lim, Camille Styles, HAIM, and Serena Williams. She has lived in Austin for 9 years with a background in music publicity, radio and podcast production, public relations, digital media, event production and brand development and loves all things creative.

Frank Guardi, WW Senior Campaign Manager at IBM: Frank has been with IBM for 5+ years as a marketing communications professional implementing marketing strategies to support business objectives and expansion. His marketing experience ranges from lead generation, event execution, campaign management and increasing brand awareness. With experience at the worldwide level, he’s currently leading an account based marketing program for the Watson IoT business unit. Frank has spoken at Brand Week New York and the Digital Crossroads Marketing Conference on the topic of marketing transformation. As Connecticut native, Frank is currently residing in Austin, Texas.