In this episode of Let's talk ABM, Declan chats to Laura Matthews, Director, Global Account Based Marketing, EMEA at UiPath. A seasoned B2B Marketer, Laura leads UiPath’s ABM strategy for major enterprise accounts in Northern Europe. She has previously held senior Marketing positions at BT, Google, and Cisco, as well as acting as an Enterpise Advisor for the Mayor of London. Laura is also an Executive Board Member at Tech London Advocates Women in Tech, a platform that promotes positive change that shapes an inclusive tech industry.
Here's what they cover:
- How to get buy-in to invest in ABM
- An inside look at UiPath’s Accelerate Program
- How to sprinkle 'ABM Magic' over your accounts
- Why Laura feels her role is more Sales than Marketing