Let’s talk ABM

In this discussion, Kevin Driscoll, Head of Global ABM & Campaigns at Datadog, shares his expertise in account-based growth. He reveals how Datadog successfully shifted from a product-led growth model to a focused ABM strategy. Kevin emphasizes the importance of pipeline as a key metric and the creativity that B2C marketing can bring to B2B engagements. He also explores effective multi-threading tactics, the role of AI in enhancing personalization, and how team structures can unite sales and marketing for maximum impact.

Marta George, Head of EMEA ABM programs at Ping Identity, shares her journey in ABM strategy post-merger. She reveals how scaling down target accounts led to deeper engagement and better results. Marta emphasizes that ABM is about building long-term relationships, not quick wins. With insights on choosing fewer accounts, co-creating value with partners, and using AI to enhance personalization, she illustrates the importance of collaboration with sales and the need for leadership buy-in to measure success beyond metrics.

Nancy Carlyle Harlan is an award-winning ABM and B2B marketing consultant with a track record of driving transformative growth in high-tech SaaS. With expertise spanning ABM, Executive Marketing, and Customer Lifecycle Marketing, she has designed and scaled programs that consistently deliver measurable impact. A strategic and innovative leader, Nancy has led global ABM strategy at leading technology firms Qlik and UiPath. Watch this episode and learn:How to protect and grow your top 20% accountsWhy ABM is a revenue multiplier for resilience, retention, and expansionWhat the “Swarm ABM” model looks like for uniting Sales, Marketing, and CSHow to measure ABM success beyond pipeline with metrics that CROs value

Amanda Dyson, Vice President of Marketing at FourKites, shares her wealth of B2B software experience, focusing on account-based marketing (ABM). She discusses how to adopt an account-based mindset beyond traditional campaigns and strengthen sales and marketing alignment. Key strategies for identifying high-value accounts and measuring ABM success stand out, alongside the effective use of AI in marketing. Amanda emphasizes starting small to achieve quick wins, which can fuel further investment and growth.

Andrew Reed is a customer-centric ABM leader with over a decade in B2B technology marketing, currently serving as Global ABM Director at AVEVA. He has scaled the company’s ABM program from a single one-to-one pilot into a global motion across 87 enterprise accounts, balancing deep personalization with scalable execution. Passionate about insight-driven strategy and sales alignment, Andrew is reshaping how AVEVA builds customer value, turning ABM into a systematic growth engine that drives stronger relationships and measurable business impact.Watch this episode and learn:The road from one ABM pilot to 87 enterprise accounts globallyHow an ABM value proposition helps shift brand perceptionsWhy moving from digital-first to human-first experiences is key to ABM successHow Andrew uses data and “action boards” to link engagement to pipeline and revenue

Caroline Kite is a seasoned ABM leader driving enterprise strategy at Swoogo. She’s building a full-funnel, tiered ABM program from scratch - designed to engage marketing-savvy buyers and align tightly with sales. Caroline previously ran ABM programs at Cloudflare, Zuora, and Blue Yonder. With roots in Demand Gen and Field Marketing, she brings a rare blend of precision, creativity, and go-to-market depth to every ABM motion.Watch this episode and learn:How to build a full-funnel ABM strategy in your first 90 daysWhy tailoring tactics by tier is critical in a 400-account programHow to integrate events and direct mail into a seamless ABM motionWhy orchestration - not ownership - is the key to ABM success at Swoogo

Cristina Daroca, Senior Director at Riverbed Technology, specializes in aligning ABM and field marketing to boost revenue. She dives into how Riverbed narrowed its focus to 400 key accounts and the immense impact this had on their strategy. Cristina discusses effective collaboration among Sales, Marketing, and Customer Success, and how merging ABM with field marketing elevates engagement. She also highlights AI’s transformative role in account research and personalization, and shares insights on measuring success with leading KPIs and tailored programs.

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.

A seasoned global marketing leader with more than two decades of experience at IBM, Cheryl Caudill is passionate about client-centric marketing and ABM. She leads the Global Center of Excellence for ABM and Demand Marketing, orchestrating strategies that blend data, insights, and AI to improve client relationships and drive revenue growth. Watch this episode and learn:The structure and role of IBM’s ABM Center of ExcellenceHow the ABM CoE coordinates two-way communication with regional ABM teamsHow ABM plays a role in shifting enterprise brand perceptionWhy success in ABM starts with patience, sales buy-in, and long-term relevance

A veteran B2B marketing leader, Eric has spent over two decades shaping Account-based Marketing strategies at some of the world’s most respected enterprise brands, including SAP and Amazon Web Services. With deep expertise in One-to-one and One-to-many ABM, Eric has built scalable, revenue-driven programs that align Sales and Marketing, influence complex buying groups, and deliver long-term impact. From designing global ABM playbooks to leading customer-centric campaigns, Eric brings a pragmatic, sales-savvy approach to modern marketing.Watch this episode and learn:How ABM strategies differed at SAP vs. AWSWhy scaling ABM requires a roadmap, not just more resourcesHow customer lifetime value (LTV) is reshaping ABM strategiesWhy ABM success depends on trust, internal alignment, and customer centricity