Let’s talk ABM

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

Evett Baranov, Global Digital ABM Lead at Workday, shares her wealth of experience in Account-Based Marketing. She elaborates on the seamless integration of ABX with demand generation strategies. Evett introduces the FIRE score framework for precise account selection and discusses the significance of targeting the right accounts. The conversation also covers innovative out-of-home advertising tactics, the benefits of ungated content for busy executives, and the importance of collaboration between marketing and sales teams for measuring success.

Brittney Hamer is a seasoned ABM leader specializing in targeted strategies that drive client engagement and business growth. In her most recent role as Director of Campaign & Digital Marketing at Gainwell Technologies, she spearheaded ABM programs that fostered collaboration, innovation, and revenue impact. Watch this episode and learn:How to navigate complex buying cycles in the public sectorWhy deep account relationships drive ABM successHow intent data helps influence RFP decisionsWhy experimenting with new channels boosts impact

Anna is a self-proclaimed ABM nerd with a passion for designing and executing complex, multichannel ABM programs. As the leader of the ABM department at Influ2, Anna has driven exceptional results, including a 123% increase in ABM-influenced revenue in 2023.Her ABM journey began at Shelf, where she worked with a talented team to achieve 4x ARR growth through a carefully crafted account-based go-to-market approach.Watch this episode and learn:How to implement ABM in a channel-first business modelWhy customer expansion is at the heart of ABM successThe power of creativity and personalization in ABM campaignsHow to align Sales and Marketing to overcome ABM challenges

Fabiana Brunetti is a dynamic marketing leader with nearly two decades of experience spanning ABM, Field Marketing, Digital Marketing, and Demand Generation. As Director of Global ABM Worldwide Strategies at Pure Storage, she drives data-driven strategies to align Sales and Marketing, foster collaboration, and scale personalization. Known for her innovative approach, Fabiana has created a world-class ABM program at Pure Storage with impressive results.   Watch this episode and learn: Why Field Marketing is a great foundation for ABM How to apply data to account selection and prioritization How to Scaling personalization with AI The power of collaboration in ABM success

Katarzyna Pavlik, Senior Global ABM Manager at Universal Robots, specializes in customer expansion strategies that blend creativity with precision. She discusses implementing ABM in a channel-first model, emphasizing the importance of nurturing current relationships over just acquiring new clients. The conversation highlights how personalized and data-driven campaigns can transform challenges into opportunities. Katarzyna also shares insights on aligning sales and marketing teams, the power of visual storytelling, and integrating AI to enhance engagement and drive results.

Nora Conklin, Principal Analyst for ABM at Forrester, shares her expertise from both practitioner and analyst perspectives. She delves into the current landscape of Account-Based Marketing, emphasizing the importance of personalized strategies to enhance customer engagement. Nora advocates for a customer-centric approach and discusses the pivotal role of lifetime value as a guiding metric. Additionally, she explores emerging trends for 2024, highlighting the shift towards meaningful personalization that addresses unique client challenges.

Sophia Agustina is a Global Marketing leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She is a co-creator of the 9 Cs framework - a go-to-market (GTM) strategy focusing on getting closer to the customer to drive customer value and business outcomes. She most recently led the global brand-to-demand-to-ABM strategy at IBM - leading cross-functional teams to deliver high-performing, customer-centric campaigns and experiences. Watch this episode and learn: How IBM does ABM How brand drives demand The power of the 9 Cs framework The importance of personalization in ABM

Join Lindsay Baggett, head of Account-Based Marketing at Tanium, as she shares her insights on building a powerful marketing engine. Discover why ABM shouldn't just be random acts of marketing and how defining your approach is crucial. Lindsay emphasizes the importance of aligning sales and marketing teams for success. She explores the role of storytelling in creating authentic connections with clients, and how a clear vision can guide teams through the complexities of ABM. Get inspired by her focus on progress over perfection!