Navigating the Nuances of Account-Based Marketing (ABM)

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