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Let’s talk ABM
65. Customer Lifecycle ABM
Jun 7, 2024
Marcelo Fernandes discusses Customer Lifecycle ABM at SAP, covering ABM evolution, global framework rollout, account selection, and the importance of ABM in customer adoption and advocacy.
48:33
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Quick takeaways
- ABM evolution at SAP shifted focus from lead generation to targeted campaigns for specific product lines.
- Customer adoption and advocacy are enhanced through personalized ABM strategies and effective measurement of marketing impact.
Deep dives
Evolution of ABM at SAP
At SAP, Marcelo Fernandez discusses the evolution of account-based marketing (ABM) within the organization. Over nine years, he witnessed a shift from lead generation to advanced campaigns focused on specific product lines. The decision to heavily invest in ABM in the last two years led to the development of a global ABM program to export best practices from different regions. The program aimed at standardizing and structuring ABM practices globally.
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