Let’s talk ABM

Interviewed in this episode of Let's talk ABM is Sloan Newman, Manager, ABM Programs – Americas, at NTT DATA. An award-winning ABM leader, Sloan has over 20 years of experience crafting personalized marketing strategies for key accounts, driving revenue growth and customer satisfaction. Sloan sees himself as an ‘embedded reporter’ with NTT DATA’s One-to-one accounts, which really illustrates the importance of a close relationship.  Watch this episode and learn: Why One-to-one and One-to-few is the right mix How to select the right ABM accounts Why Sloan feels like an ‘embedded reporter’ What he thinks makes a great ABMer

Celia Slack, Pursuit Marketing Lead at ServiceNow, dives into the world of Account-Based Marketing (ABM) and Pursuit-Based Marketing (PBM). She discusses the distinctions between ABM and PBM, emphasizing the need for agility and collaboration between sales and marketing. Celia shares insights on implementing successful ABM programs, the challenges of reporting, and how generative AI can elevate marketing strategies. Her take on One-to-many ABM and the importance of managing key accounts is particularly enlightening!

Marcelo Fernandes discusses Customer Lifecycle ABM at SAP, covering ABM evolution, global framework rollout, account selection, and the importance of ABM in customer adoption and advocacy.

In this episode of Let's talk ABM, we speak with Kathryn Nimmo, ABM Marketing Manager at HP Inc, about building awareness and credibility with ABM. Kathryn is an accomplished Marketing and Sales professional with extensive experience executing and delivering marketing and sales campaigns across multiple industries.Here's what they cover: How ABM is used for perception and brand awareness How Subject Matter Experts are your secret weapon Why Sales experience is pivotal to ABM Why storytelling unlocks ABM accounts

Rhiannon Blackwell, ABM Leader at PwC, discusses starting an ABM program from scratch, achieving Sales and Marketing alignment, the importance of personalization for ABM success, and how to measure ABM success. They also explore refining ABM strategies, client relationship building, and the challenges of defining and navigating ABM initiatives.

Katrine Rasmussen, passionate Marketing team leader at Pixelz, discusses why going after 'Big Whales' pays off, the power of investing in customer relationships, and what ABM is and isn't.

In this episode of Let's talk ABM, Declan chats to Avishek Chakrobarty. Avishek’s professional career in Sales and B2B Marketing has led him to his current role as Head of the ABM Center of Excellence at Kyndryl. He’s on a mission to enable Kyndryl’s Field Marketing teams to grow priority accounts. Here's what they cover: What is an ABM Center of Excellence How ABM acts as a bridge What is Social and Customer Emminence How to do account scoring

Trinity Nguyen, seasoned SaaS marketer and technology advocate, discusses topics like champion tracking, multi-threading for account success, SDR reporting to Marketing, and making the intangible tangible in ABM programs.

In this episode, Andrew Watkins, Top Account Field Marketing Lead at IBM, discusses IBM's pioneering use of AI, the importance of 'WOW' moments, how diversity breeds ABM success, and the empowering 'fail fast, learn fast' mentality in ABM.

In this episode of Let's talk ABM, Declan chats to Mujesira Dudic, Director of ABM, Financial Services at Capgemini. Mujesira is a seasoned Sales and Marketing professional who understands better than most the power of ABM. Her 10+ years in Sales taught her one side of the coin, while her move to Marketing and ABM some four years ago has taught her the other. Combining these two disciplines – Sales and Marketing – has helped Mujesira create compelling and impactful ABM programs. She is now leading the ABM strategy for Financial Services at Capgemini.