Let’s talk ABM

In this episode of Let's talk ABM, Declan chats to Yaagneshwaran Ganesh, Director of Marketing at Avoma. Yaagneshwaran Ganesh (popularly known as Yaag) is an award-winning marketer, author, podcaster, and TEDx speaker. Yaagneshwaran is among the top 100 global marketing technologists and is recognized by The World Marketing Congress as one of the Marketing Mavericks, in association with the World Federation of Marketing Professionals. In his current role, Yaag is leading the marketing charge at Avoma, the AI Meeting Assistant tool. Here's what they cover:  - The GTM strategy for a young SaaS company - How to compete (and win) against the major players - Why it's important to have a point of view - What 'there' looks like for ABM

In this episode of Let's talk ABM, Declan chats to Florence Broderick. Florence is CMO at CARTO, with responsibility for translating the value of Location Intelligence to enterprise organizations in a wide range of sectors. Prior to joining CARTO, Flo worked at Telefónica's specialist Big Data unit, having previously worked in Connected Car, VoIP tech, and mobile data insights in the UK, Spain, Germany, and Latin America. Here's what they cover: - How CARTO's marketing has pivoted over the last 18 months - What makes Partner Marketing different - Why nurturing talent is so important - Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Richa Pande, Global Head of Account-based Marketing Campaigns at HP. Richa's approach to ABM is to take a 'customer-backward approach' - employing data-driven insights, high octane content, and highly effective, A/B tested campaigns to break through status quo customer scenarios and address pain points. In this latest episode of Let's Talk ABM, Richa shares her insight into what makes a winning Enterprise ABM strategy. Here's what they cover: - Why ABM is not a panacea for all B2B troubles - Why ABM leaders need to look beyond revenue - How not all ABM programs are what they seem - Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Danny Nail, Account-based Engagement Lead - Financial Services at Microsoft. Danny is one of the world’s leading ABM practitioners and thought leaders. His ABM programs at SAP and now Microsoft have won numerous awards and praise. Danny sees One-to-one and One-to-few ABM as true ABM and shares his insight in this Let’s talk ABM podcast interview. Here's what they cover: - How Demand Gen and ABM can coexist - The difference between ‘intent’ and ‘interest’ - What the hardest part of ABM is - Advice on how to succeed at Account-based Marketing

Becks Powell discusses getting started with ABM, building successful ABM programs, using intent data for account selection, and advice for succeeding at ABM. The podcast explores the shift towards personalized ABM strategies, gaining C-suite buy-in, and utilizing martech effectively in ABM programs.

In this episode of Let's talk ABM, Declan chats to Rachael Tiow, Director of ABM at Auth0, the authentication and authorization platform. A seasoned Sales and Marketing expert with a strong background in building technology brands, Rachael is powering Auth0’s growth with her ABM strategy and close alignment with Sales. They cover: - How Auth0 GTM evolved from Inbound to ABM - Rachael’s greatest learning from 5 years of ABM - What the hardest part of ABM is and why - Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Hillary Lupo Carpio. Hillary leads the ABM strategy at Snowflake, the Cloud Data platform. Hillary's built a sizable ABM function to support hundreds of Field Sellers across enterprise and Fortune 1000 accounts. The team runs integrated programs in target accounts with Field Marketing, Partner Marketing, Demand Gen and Sales Development to support more than 2,000 target accounts with the industry's best hyper-personalized experiences. Watch this webinar and learn: - How Snowflake personalizes ABM at scale - Why strategy comes before technology - What is the hardest part of ABM and why - Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Elise Miller, Head of ABM, EMEA at ServiceNow. Elise is a seasoned Account-based Marketing practitioner and thought leader with a strong track record in pushing the boundaries of ABM. In her current role at ServiceNow she leads ABM efforts for EMEA. Elise's combined Agency and corporate experience has allowed her to deliver maximum return on her ABM program with numerous awards and accolades for the strategy she and her team has developed. Here's what they cover: - How to scale ABM - The importance of an ABM Center of Excellence - Why psychology plays such an important part in ABM success - Advice on how to succeed at Account-based Marketing

Debra Yorkman, VP of Marketing at SDI, discusses using ABM for supply chain digital transformation. They cover the impact of the last 18 months, contextualized news driving results, and the challenges of ABM. Advice includes focusing on targeted accounts and collaborating closely with the sales team.

In this episode of Let's Talk ABM Declan chats to Nancy Carlyle Harlan, Head of Global ABM at Qlik. Nancy is that rare Marketer with a successful Sales background at IBM and Siemen. This Sales insights has helped Nancy to develop the successful ABM program at Qlik that has transformed their approach to strategic account management and growth. Here's what they cover: - Why One-to-one is the only true ABM - How insights drive account strategy - Where ABM tech vendors need to improve their offering - Advice on how to succeed at Account-based Marketing