Let’s talk ABM 65. Customer Lifecycle ABM
4 snips
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.
Chapters
Transcript
Episode notes
1 2 3 4 5 6
Intro
00:00 • 5min
Developing a Global ABM Playbook and Framework
04:32 • 3min
Strategic Customer Program and Key Account Selection in Account-Based Marketing at SAP
07:47 • 10min
Shifting Focus to Customer Lifecycle Marketing in ABM at SAP
18:00 • 6min
Managing a Global ABM Team with Diverse Focus
24:03 • 4min
Challenges and Strategies in Account-Based Marketing Measurement
27:45 • 21min