Account-Based Marketing Momentum ITSMA

In this bonus episode, join Alisha and Momentum ITSMA consultants Robert Hollier and
Adam Bennington as they explore recent tectonic shifts in marketing approaches and
dissect the latest findings from the 2024 Client Buying Index (CBX), our long-running
study of enterprise buying behaviors.

This episode reveals how organizations are increasingly shifting their focus from broad
market tactics to deeply personalized, client-centric strategies. From integrating
generative AI to enhancing customer relationships, the discussion delves into practical
ways ABM is reshaping the business landscape. Our experts offer invaluable
perspectives and advanced tactics to keep you ahead of the curve. Tune in to enhance
your understanding of ABM in 2024 and discover how these insights can help you and
your clients succeed.

Dr Charles Doyle, a three-time Chief Marketing Officer, shares why client needs are a critical cornerstone to an effective growth strategy.

Securing and retaining strategic accounts can be challenging, especially in complex industries like life sciences. In this episode, Jerid Lydic from Pfizer draws on his 25 years of experience to offer battle-tested strategies for winning a greater share of your most valuable customers.

In this episode, Google Cloud's Katharyn White shares her vision for generative AI adoption and what it will take to win in a world where AI’s rewriting the charter for marketing.

Balancing the legacy of a 240-year-old brand with the demands of innovation is a delicate art. In this podcast, Janis Fratamico explains why forward thinking will make customers ambassadors for your brand.

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.