Podcast
Let’s talk ABM
Hosted by strategicabm · EN
Declan Mulkeen, CMO of Account-based Marketing Agency, strategicabm, talks to leading ABM practitioners and thought leaders. The interviewees share their experiences of designing and running ABM strategies with invaluable insights and learning for B2B Marketers looking to start or enhance their ABM programs.
20episodes
Episodes
Newest firstAll episodes
70. ABM: The Next Frontier
Nov 6, 202400:58:51Tap to summarizeNora operates at the heart of ABM - in the intersection between research and advising Forrester customers on ABM best practices and strategy. Before joining Forrester, Nora worked as a B2B Marketer, leading both demand generation and ABM initiatives. Her combined experience as both a practitioner and an analyst provides her with a unique perspective on the evolving landscape of B2B marketing and ABM. Watch this episode and learn: The current state of ABM How to achieve meaningful personalization What the future holds for ABM Why LTV should be your ABM North Star
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69. Brand to Demand ABM
Oct 1, 202400:42:39Tap to summarizeSophia Agustina is a Global Marketing leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She is a co-creator of the 9 Cs framework - a go-to-market (GTM) strategy focusing on getting closer to the customer to drive customer value and business outcomes. She most recently led the global brand-to-demand-to-ABM strategy at IBM - leading cross-functional teams to deliver high-performing, customer-centric campaigns and experiences. Watch this episode and learn: How IBM does ABM How brand drives demand The power of the 9 Cs framework The importance of personalization in ABM
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68. Winning with ABM
Sep 3, 202400:46:37Tap to summarizeIn this episode of Let's talk ABM, we speak to Lindsay Baggett, who heads up Account-based Marketing at Tanium. Now 24 months into her role at this leading security and system management company, she’s built a formidable ABM engine. Previously, Lindsay led the Field Marketing and ABM efforts at companies including Couchbase and Gong. Watch this episode and learn about: Why ABM shouldn’t be ‘random acts of marketing’! A focus on progress versus perfection Why defining ABM is so important What makes great Sales and Marketing alignment And much more… !
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67. Customer ABM
Jul 15, 202400:43:46Tap to summarizeInterviewed in this episode of Let's talk ABM is Sloan Newman, Manager, ABM Programs – Americas, at NTT DATA. An award-winning ABM leader, Sloan has over 20 years of experience crafting personalized marketing strategies for key accounts, driving revenue growth and customer satisfaction. Sloan sees himself as an ‘embedded reporter’ with NTT DATA’s One-to-one accounts, which really illustrates the importance of a close relationship. Watch this episode and learn: Why One-to-one and One-to-few is the right mix How to select the right ABM accounts Why Sloan feels like an ‘embedded reporter’ What he thinks makes a great ABMer
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66. Next Generation ABM
Jun 19, 202400:34:44Tap to summarizeIn this episode of Let's talk ABM, we speak with Celia Slack, Pursuit Marketing Lead, EMEA at ServiceNow. As a specialist in Account-based Marketing, Celia has global end-to-end experience gained from some of the world's leading Technology, Financial Services, and Consumer brands. She has recently assumed a new responsibility at ServiceNow, as Pursuit Marketing Lead, EMEA, and shares her learnings to date with us. Watch this episode and learn: What is Pursuit-based Marketing (PBM) How PBM works in tandem with ABM What is behind the successful ABM program at ServiceNow Her take on One-to-many ABM
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65. Customer Lifecycle ABM
Jun 7, 202400:48:33Tap to summarizeIn this episode of Let's talk ABM, we speak with Marcelo Fernandes, Global Head of Adoption & ABM, Vice-President at SAP, about the power of Customer Lifecycle ABM. Marcelo is a seasoned B2B Marketer with more than 25 years of experience in technology marketing and entrepreneurship. In his current role, he oversees two key strategic initiatives at SAP - Account-based Marketing and Adoption.Here's what they cover: The evolution of ABM at SAP The rollout and impact of a global ABM Framework How SAP chooses accounts for its ABM program Why ABM is key to customer adoption and advocacy
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64. Building credibility with ABM
May 7, 202400:51:55Tap to summarizeIn this episode of Let's talk ABM, we speak with Kathryn Nimmo, ABM Marketing Manager at HP Inc, about building awareness and credibility with ABM. Kathryn is an accomplished Marketing and Sales professional with extensive experience executing and delivering marketing and sales campaigns across multiple industries.Here's what they cover: How ABM is used for perception and brand awareness How Subject Matter Experts are your secret weapon Why Sales experience is pivotal to ABM Why storytelling unlocks ABM accounts
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63. Building relationships with ABM | PwC
Mar 8, 202400:33:45Tap to summarizeIn this episode of Let’s talk ABM, Declan speaks with Rhiannon Blackwell, ABM Leader, Global Marketing Organization at PwC. Over the course of the last 18 months, Rhiannon has built up the team and capability from scratch. With a team now of 20+ ABM professionals she is scaling the program to drive growth in PwC's top-tier accounts. Here’s what they cover: What it takes to stand up an ABM program from scratch How to achieve Sales and Marketing alignment Why personalization is key for ABM success How to measure ABM success
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62. Experience ABM | Pixelz
Jan 8, 202400:45:32Tap to summarizeIn this episode of Let's talk ABM, Declan chats to Katrine Rasmussen. Katrine leads a passionate Marketing team at Pixelz, that is making waves and shining a light on the importance of photo retouching. Prior to joining Pixelz she worked in and led marketing growth teams in the Fintech and accounting sectors. Here's what they cover: Why it pays to go after ‘Big Whales’ What is Experience Marketing The power of investing in customer relationships What ABM is and isn’t
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61. Inside an ABM Center of Excellence | Kyndryl
Dec 13, 202300:42:39Tap to summarizeIn this episode of Let's talk ABM, Declan chats to Avishek Chakrobarty. Avishek’s professional career in Sales and B2B Marketing has led him to his current role as Head of the ABM Center of Excellence at Kyndryl. He’s on a mission to enable Kyndryl’s Field Marketing teams to grow priority accounts. Here's what they cover: What is an ABM Center of Excellence How ABM acts as a bridge What is Social and Customer Emminence How to do account scoring
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