In this episode of Let's talk ABM, Declan chats to Laura Matthews, Director, Global Account Based Marketing, EMEA at UiPath. A seasoned B2B Marketer, Laura leads UiPath’s ABM strategy for major enterprise accounts in Northern Europe. She has previously held senior Marketing positions at BT, Google, and Cisco, as well as acting as an Enterpise Advisor for the Mayor of London. Laura is also an Executive Board Member at Tech London Advocates Women in Tech, a platform that promotes positive change that shapes an inclusive tech industry. Here's what they cover: - How to get buy-in to invest in ABM - An inside look at UiPath’s Accelerate Program - How to sprinkle 'ABM Magic' over your accounts - Why Laura feels her role is more Sales than Marketing

In this special episode of Let's talk ABM, Declan chats to our very own CEO at strategicabm, Alex Embling. Alex has been in B2B Marketing practically since the beginning! He started strategicabm more than 25 years ago and has lived through all the major B2B trends – from SEO to Inbound, from Content Marketing to Demand Generation. Alex pivoted strategicabm to be a pure-play Account-based Marketing Agency some seven years ago. Today, the Agency is considered to be one of the foremost ABM consultancies.  Listen to this episode and learn: - The challenges for immature and mature ABM programs - Why trust is the key factor of any successful ABM program - Value Proposition and Account Experience – what are they? - Why ABM is the right ‘play’ in an economic recession - When to use an ABM Agency (and not)

In this episode of Let's talk ABM, Declan chats to Philip Angerhofer, Global Lead for Expansion Marketing at ON24. Phillip's B2B Marketing experience has spanned roles at Qualtrics, Pluralsight, and now ON24. His role at ON24 has seen him launch Account-based Marketing to grow the share of purse and reputation in existing accounts. Phillip’s passionate about building relationships with his sales colleagues.   Listen to this episode and learn:   - How to stand up an ABM strategy from scratch - How to pitch Marketing successfully to your CEO - Advice on how to succeed at Account-based Marketing - How to build long-lasting relationships with Sales

In this episode of Let's talk ABM, Declan chats to Gabrielle Pirzad, Head of ABM, EMEA at Citrix. In this role, Gabrielle is leading the ABM charge, developing targeted programs to build relationships with strategic accounts and build an ABM Center of Excellence. Previously, Gabrielle was the Head of Field and ABM Marketing (UK & IRE) for IBM where she led priority account marketing teams to deliver client-focused, demand gen and relationship programs. Here's what they cover: - What Gabrielle has learned most in her ABM career - Why ABM is all about meeting accounts where they are - Why micro-partnerships form an important part of Gabrielle's strategy - How to succeed at ABM

Davis Potter, ABM Marketing Manager at Scale AI, shares key insights on launching an ABM strategy from scratch, differences between startup and enterprise ABM, and the vital role sales plays in ABM success.

In this episode of Let's talk ABM, Declan chats to Christian Weiss, Director of ABM, EMEA at Autodesk. Christian is a seasoned Marketer and a veteran ABMer. His passion for Account-based Marketing is palatable in this podcast episode as he shares his ABM journey, his collaborative approach to working with his Sales colleagues, and why he believes that the customer should be at the heart of any ABM strategy. Here's what they cover: - Why the customer is the car in Formula One ABM - Common misconceptions about ABM - How ABM can drive customer expansion - Christian's greatest ABM learning

In this episode of Let's talk ABM, Declan chats to Justin Fordham, Head of ABM at 360Learning. Justin is a Marketer (and ABMer) at heart, with the mindset and vision of a Sales professional. Now in his fourth Account-based Marketing role at 360Learning, Justin is building an ABM strategy from the ground up. He shares his ABM journey and how his Sales past has made him a better Account-based Marketer. Here's what they cover: - How to do ABM as a team of one - Why a Sales background makes him a better ABMer - His greatest ABM learning - Advice for anyone starting out with ABM

In this episode of Let's talk ABM, Declan chats to Adam Holmgren, Head of Demand Generation, Europe at GetAccept. Adam has become a leading figure in the world of Demand Generation, both through his work at GetAccept as well as with his community - The Demand Generation Movement. He is taking GetAccept's Marketing on a journey from SMB to mid-market and share his journey with us. Here's what they cover: - GetAccept's journey from SMB to mid-market - Learnings from launching an ABM motion - How ABM and Demand Gen can work in tandem - Adam's personal project of building a Demand Gen community

In this episode of Let's talk ABM, Declan chats to Keith Pranghofer. Keith is Director of Marketing, ISV Partnerships at Microsoft, where he oversees the channel partner ecosystem. His 16-year career at Microsoft has seen him work across Strategic Accounts, Field Marketing, Customer Lifecycle Marketing and Commercial activities. ABM for Keith is all about putting the customer at the heart of everything he does. Here's what they cover: - How Keith is deploying ABM to develop Microsoft's channel partners - Why ABM is all about the customer - How Keith is using ABM as a growth and business strategy - His advice for anyone starting their ABM journey

In this episode of Let's talk ABM, Declan chats to Lisa Sharapata, CMO at BoostUp. Lisa is a global Marketing Leader, advisor, and thought leader who has delivered transformative growth in many high-tech companies. Over the course of the last 20 years, she has led teams across all Marketing disciplines – from Demand Gen to Brand, Growth Marketing to Customer Experience. She is now heading up Marketing at BoostUp, the Revenue Operations, and Intelligence Platform. Here's what they cover: - How Lisa has seen ABM change over recent years - How best to use intent data in your ABM program - How the buyer experience needs to change - Lisa's advice for anyone launching an ABM program