Account-Based Marketing Ep.76 KPMG: The blueprint for high-touch, high-impact ABM
Jul 17, 2025
Heather Adkins, Managing Director at KPMG, dives into the evolution of account-based marketing with a focus on client-centric strategies. She discusses the synergy between marketing and business, emphasizing how sector-led teams and AI-enhanced tools drive growth. Adkins highlights the need for a unified tech stack to connect marketing efforts to tangible results. She also explores the importance of human connections in professional services, underlining how trust and personalized experiences remain pivotal in client engagement.
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Heather Adkins Joins KPMG
- Heather Adkins joined KPMG at the start of a major firm-wide transformation focusing on growth.
- She helped reposition marketing as a strategic advisor shoulder to shoulder with business units.
Sector-Led Collaborative Model
- KPMG's collaborative, sector-led business model breaks down silos across solutions and geographies.
- Marketing acts as the connective tissue to unite cross-functional experts for client solutions.
Unify Data and Enhance Processes
- Invest in unified sales and marketing data to tie marketing activities to business impact.
- Use technology as a foundation but combine it with people and process improvements for ABM success.