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Let's talk ABM
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Declan Mulkeen, CMO of Account-based Marketing Agency, strategic ABM, 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.
Let's talk ABM
1w ago
Interviewed 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 repor ..read more
Let's talk ABM
1M ago
In 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 ..read more
Let's talk ABM
1M ago
In 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 ..read more
Let’s talk ABM
2M ago
In 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 ..read more
Let’s talk ABM
4M ago
In 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 ..read more
Let’s talk ABM
7M ago
In 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 ..read more
Let’s talk ABM
8M ago
In 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 ..read more
Let’s talk ABM
9M ago
In this episode of Let's talk ABM, Declan chats to Trinity Nguyen, VP of Marketing at UserGems. Trinity is a seasoned SaaS Marketer and a passionate technology advocate. Her experience spans developing and executing go-to-market strategies, Product Marketing, Demand Generation, Account-based programs, and Sales enablement.
Here's what they cover:
- What Champion Tracking is
- Why multi-threading is key to account success
- Trinity’s rationale for SDR reporting to Marketing
- How to make the intangible tangible ..read more
Let’s talk ABM
10M ago
In this episode of Let's talk ABM, Declan chats to Andrew Watkins, Top Account Field Marketing Lead at IBM. Andrew’s experience marries Marketing and the Creative Arts. His 13+ years at IBM have seen him work in Sales Enablement, Brand, Advertising, and now Account-based Marketing. It is this diverse background and experience that Andrew is able to apply to his ABM thinking and successful programs.
Here's what they cover:
- How IBM has pioneered the use of AI
- Why ‘WOW’ moments are so important
- How diversity breeds ABM success
- Why a ‘fail fast, learn fast’ mentality empowers ABM ..read more
Let’s talk ABM
11M ago
In this episode of Let's talk ABM, Declan chats to Mujesira Dudic, Director of ABM, Financial Services at Capgemini. Mujesira is a seasoned Sales and Marketing professional who understands better than most the power of ABM. Her 10+ years in Sales taught her one side of the coin, while her move to Marketing and ABM some four years ago has taught her the other. Combining these two disciplines – Sales and Marketing – has helped Mujesira create compelling and impactful ABM programs. She is now leading the ABM strategy for Financial Services at Capgemini ..read more