Let’s talk ABM

strategicabm

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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.

2 THG 6

78. The ABM Operating System

Heather Adkins is a data-driven ABM leader, currently overseeing Marketing, Growth, and Strategy at KPMG US. She oversees one of the largest ABM teams globally, aligning industry and account insights to deepen client relationships. Her expertise spans go-to-market planning, integrated campaigns, and customer-centric transformation across diverse industries. Watch this episode and learn: How KPMG has built one of the largest ABM teams in the world The role of account planning in scaling ABM personalization and uncovering cross-account insights Why relationship depth and shared values are core KPIs in KPMG’s ABM strategy How Heather’s team uses AI-powered “Insights to Action Packs” to deliver relevance at scale across tiers

40 phút
21 THG 4

77. Scaling ABM, the IBM Way

A seasoned global marketing leader with more than two decades of experience at IBM, Cheryl Caudill is passionate about client-centric marketing and ABM. She leads the Global Center of Excellence for ABM and Demand Marketing, orchestrating strategies that blend data, insights, and AI to improve client relationships and drive revenue growth. Watch this episode and learn: The structure and role of IBM’s ABM Center of Excellence How the ABM CoE coordinates two-way communication with regional ABM teams How ABM plays a role in shifting enterprise brand perception Why success in ABM starts with patience, sales buy-in, and long-term relevance

38 phút
4 THG 4

76. ABM from the frontline

A veteran B2B marketing leader, Eric has spent over two decades shaping Account-based Marketing strategies at some of the world’s most respected enterprise brands, including SAP and Amazon Web Services. With deep expertise in One-to-one and One-to-many ABM, Eric has built scalable, revenue-driven programs that align Sales and Marketing, influence complex buying groups, and deliver long-term impact. From designing global ABM playbooks to leading customer-centric campaigns, Eric brings a pragmatic, sales-savvy approach to modern marketing. Watch this episode and learn: How ABM strategies differed at SAP vs. AWS Why scaling ABM requires a roadmap, not just more resources How customer lifetime value (LTV) is reshaping ABM strategies Why ABM success depends on trust, internal alignment, and customer centricity

46 phút
19 THG 3

75. From ABM to ABX

A seasoned Marketing leader with a decade of experience in Tech and SaaS, Evett Baranov specializes in Account-based Marketing (ABM) with expertise in Field Marketing, digital strategy, and Partner Marketing. Having led programs across APAC and EMEA, she brings a global perspective to driving targeted engagement and revenue impact. Now based in Sydney, she focuses on data-driven ABM strategies that align Sales and Marketing for business success. Watch this episode and learn: How Workday’s ABX model complements demand gen without overlap The FIRE score framework for smarter account selection Why ABM success starts with targeting the right accounts How to measure ABM impact beyond MQLs and pipeline

51 phút
10 THG 3

74. Mastering Public Sector ABM

Brittney Hamer is a seasoned ABM leader specializing in targeted strategies that drive client engagement and business growth. In her most recent role as Director of Campaign & Digital Marketing at Gainwell Technologies, she spearheaded ABM programs that fostered collaboration, innovation, and revenue impact. Watch this episode and learn: How to navigate complex buying cycles in the public sector Why deep account relationships drive ABM success How intent data helps influence RFP decisions Why experimenting with new channels boosts impact

34 phút
17 THG 2

73. Scaling ABM with Precision

Anna is a self-proclaimed ABM nerd with a passion for designing and executing complex, multichannel ABM programs. As the leader of the ABM department at Influ2, Anna has driven exceptional results, including a 123% increase in ABM-influenced revenue in 2023. Her ABM journey began at Shelf, where she worked with a talented team to achieve 4x ARR growth through a carefully crafted account-based go-to-market approach. Watch this episode and learn: How to implement ABM in a channel-first business model Why customer expansion is at the heart of ABM success The power of creativity and personalization in ABM campaigns How to align Sales and Marketing to overcome ABM challenges

52 phút
21 THG 1

72. ABM Strategy: From Pilot to Scale

Fabiana Brunetti is a dynamic marketing leader with nearly two decades of experience spanning ABM, Field Marketing, Digital Marketing, and Demand Generation. As Director of Global ABM Worldwide Strategies at Pure Storage, she drives data-driven strategies to align Sales and Marketing, foster collaboration, and scale personalization. Known for her innovative approach, Fabiana has created a world-class ABM program at Pure Storage with impressive results. Watch this episode and learn: Why Field Marketing is a great foundation for ABM How to apply data to account selection and prioritization How to Scaling personalization with AI The power of collaboration in ABM success

48 phút
16 THG 1

71. Customer Expansion ABM

Katarzyna brings a unique blend of strategic vision, creativity, and precision to the world of ABM. As a Senior Global ABM Manager, she excels at turning data into actionable insights, navigating complex B2B landscapes, and transforming challenges into opportunities. Her passion lies in building meaningful connections, driving impactful results, and leading teams to success. For Katarzyna, ABM isn’t just a strategy - it’s a craft that combines personalization, analysis, and the constant pursuit of growth and innovation. Watch this episode and learn: How to implement ABM in a channel-first business model Why customer expansion is at the heart of ABM success The power of creativity and personalization in ABM campaigns How to align Sales and Marketing to overcome ABM challenges

55 phút

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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.

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strategicabm
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Let’s talk ABM