Ep. 58 Hewlett Packard Enterprises: What’s brand got to do with it?
Account-Based Marketing
by Momentum ITSMA
3M ago
ABM programs can mistakenly be positioned as demand generation initiatives, with serious consequences on performance. In our latest episode, Alisha Lyndon and Rachel Fairley, Chief Brand Officer at Hewlett Packard Enterprise, unpack the role brand plays and the intersection of brand/demand/ABM for your organization’s growth strategy.  ..read more
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Ep. 57 Kyndryl: The born first ABM business
Account-Based Marketing
by Momentum ITSMA
3M ago
Kyndryl is a business that was founded and structured around implementing ABM right from the start. In our latest ABM podcast, Andrew Fitzgerald, Vice President of Global Account-Based Marketing explains “The Kyndryl Way” and why it was so important to design a marketing function with strategic clients at its core ..read more
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Ep. 56 Pega: The united front of partner ABM
Account-Based Marketing
by Momentum ITSMA
4M ago
In the world of ABM and alliances, there’s a clear mantra: one team, one strategy, one goal. In our latest ABM podcast, Pooja Golechha, Senior Manager Partner Marketing and Account-Based Marketing at Pega, explains why uniting from day one creates a robust foundation for success ..read more
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Ep. 55 One to One: Back to the future of ABM
Account-Based Marketing
by Momentum ITSMA
5M ago
To celebrate the launch of Alisha Lyndon's book, The ABM Effect, she's joined by contributor and best-selling author Don Peppers. Hear from Don on his thinking around treating customers as a market of one and his B2B marketing philosophy that set the stage for the ABM revolution ..read more
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Ep. 54 Redwood Logistics: Meeting the customer where they are
Account-Based Marketing
by Momentum ITSMA
7M ago
Successful ABM comes when client-centricity takes center stage. In our latest ABM podcast, Arlyn Knox, Chief Marketing Officer at Redwood Logistics, talks about the power of putting customers at the forefront and how nurturing deep relationships can turn prospects into partners ..read more
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Ep. 51: Salesforce: Advice for ABM leaders
Account-Based Marketing
by Momentum ITSMA
10M ago
Juliet Randall joined Salesforce as Vice President of Global Account-Based Marketing Strategy in 2021, and the company has already seen a 125% increase in program impact. Here, she shares her advice for new leaders stepping into an ABM role, from assembling a team to establishing a Centre of Excellence, and reveals why Salesforce has had to balance building the future with nailing the basics ..read more
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Ep.50: Embedding ABM with MEA finalists IBM and Microsoft
Account-Based Marketing
by Momentum ITSMA
11M ago
To celebrate the 50 th episode of our ABM Podcast, we honor the outstanding achievements of Marketing Excellence Awards (MEA) Gold Winner Cheryl Caudill, Global Program Office Leader at IBM, and finalist Ankica Jedry, Scaling Account Based Engagement Lead at Microsoft. As the deadline for submissions to this year’s Awards nears, Cheryl and Ankica share their inspirational journeys of embedding ABM within their organizations, and the approaches that led to their success ..read more
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Ep.49 Microsoft: Applying ABM to partner marketing
Account-Based Marketing
by Momentum ITSMA
1y ago
With the number of partners set to explode by 10x in the next five years, partner experience is a huge growth opportunity for CMOs. How can leaders innovate their partner marketing and maximize business impact? In this podcast, Keith Pranghofer, Director of Marketing, ISV Partnerships at Microsoft, discusses the role ABM can play, why organizations need a more outcome-based approach, and the importance of partner orchestration across the entire customer lifecycle ..read more
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Bonus Episode: What should your ABM look like in 2023?
Account-Based Marketing
by Momentum ITSMA
1y ago
With an ever-increasing appetite for ABM, 2023 is looking to be a crucial year for its development. How can you take full advantage and embed the most effective strategy? In this podcast, Rob Leavitt, Senior Vice President of Advisory, and Chief Customer Officer, Will Nicholls, share key insights from our global benchmarking study to help elevate your ABM in 2023 ..read more
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Episode.48 NetApp: Building a diverse sales team
Account-Based Marketing
by Momentum ITSMA
1y ago
"Not everyone bought into it at the beginning—but now they've seen the results a diverse team has derived, they're paying attention." Jackie McKinley knows how to build and empower effective sales teams. In this episode, NetApp's Vice President for US Enterprise Sales shares her career highlights, what she looks for in potential leaders, and why organizations should broaden the talent pool to boost their numbers ..read more
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