Heather Adkins

Heather Adkins, Managing Director at KPMG US, heads one of the largest ABM teams globally. She discusses how KPMG leverages account-based marketing to drive growth and deepen client relationships. Key insights include the critical role of collaboration between marketing and sales, the impact of AI-driven tools like 'Insights to Action Packs,' and the significance of shared values in engaging clients. Heather also emphasizes measuring relationship depth as a core KPI while showcasing innovative strategies for personalized client interactions.

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.