Let’s talk ABM

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!

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.