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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Episode guests

Marcelo Fernandes

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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.

Designing an Effective ABM Playbook

01:22

Intro

5min

Developing a Global ABM Playbook and Framework

3min

Strategic Customer Program and Key Account Selection in Account-Based Marketing at SAP

10min

Shifting Focus to Customer Lifecycle Marketing in ABM at SAP

6min

Managing a Global ABM Team with Diverse Focus

4min

Challenges and Strategies in Account-Based Marketing Measurement

21min

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

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Let’s talk ABM

65. Customer Lifecycle ABM

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Evolution of ABM at SAP

ABM Framework and Playbook Implementation

Account Selection and Customization Challenges

Measurement and Personalization in ABM

Designing an Effective ABM Playbook

Remember Everything You Learn from Podcasts