Let’s talk ABM

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

In this episode of Let's talk ABM, Declan chats to Jess Larkin, Senior Strategic Marketing Manager, Financial Services at Confluent. ABM is nothing new to Jess. She's been responsible for creating successful ABM motions at companies such as Okta and now Confluent, forging effective partnerships with Sales, driving operational excellence, and executing successful pipeline generating programs. Here's what they cover: - What excites Jess about ABM - How to build an ABM strategy from scratch - The different use cases for ABM - Jess' advice for anyone launching an ABM program

In this episode of Let's talk ABM, Declan chats to Corrina Owens, Senior ABM Manager at Gong. Corrina is an award-winning ABMer who is now blazing a trail at Gong. A passionate Marketer, Corrina is all about building customer-centric programs with impactful account experiences and communities. Corrina has also recently been listed in the first-ever Future CMOs watch list by the Peak Community. Here's what they cover: - Why building a community is the next step in ABM - How to achieve alignment with Sales - What the hardest part of ABM is - Corrina's advice for anyone launching an ABM program

In this episode of Let's talk ABM, Declan chats to Akriti Gupta, Global Head of ABM at Google Cloud. A passion for marketing translates to a passion for customers, and that’s what has made Akriti love her journey in this realm across GE, Samsung, and now Google. Based in San Francisco, she currently heads Account-based Marketing for Google Cloud globally. Here's what they cover: - How Google Cloud achieved Sales and Marketing alignment - The importance of Account Insights - Google's tenet of 'fail fast, learn fast' applied to ABM - Akriti's advice for anyone launching an ABM program

In this episode of Let's talk ABM, Declan chats to Daniel Dong, Manager of Expansion Growth at Samsara. Daniel is a full-stack marketer, business strategist, and casual developer who is currently Manager of Expansion Growth at Samsara, the connected operations platform. Daniel recently won the 'ABM Nerd' for his heavy emphasis on data in his ABM campaigns. Here's what they cover: - Key learnings moving from SMB to Enterprise - The building blocks of Samsara's ABM strategy - Why data is at the heart of any ABM program - Advice for anyone starting out with ABM

In this episode of Let's talk ABM, Declan chats to Guy Phillips, Head of Enterprise Marketing, EMEA at Autodesk. Guy has that unique experience of working both Agency and Client-side, delivering exceptional ABM experiences. In his current role, as Head of Enterprise Marketing for EMEA at Autodesk, he is leading the charge to create high-impact ABM account experiences. Here's what they cover: - Why ABM is not rocket science - The importance of account insights to unlock accounts - His great ABM learning - Advice for anyone starting out with ABM