66 episodes
Let’s talk ABM strategicabm
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- Business
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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66. Next Generation ABM
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 One-to-many ABM -
65. Customer Lifecycle ABM
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 -
64. Building credibility with ABM
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 -
63. Building relationships with ABM | PwC
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 -
62. Experience ABM | Pixelz
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 -
61. Inside an ABM Center of Excellence | Kyndryl
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