Let’s talk ABM

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

In this episode of Let's Talk ABM Declan chats to Marnie Giuranna Zaccaria, Global ABM Lead at Finastra. The role sees Marnie oversee the entire highly personalized and customized marketing activity for all Finastra’s strategic accounts. Previously she held the position of Head of Marketing for DACH and Central Europe for Finastra as well as Marketing Manager at 360T and Managing Director at the European Association for Banking and Financial History. Here's what they cover: - What the first year of an ABM strategy looks like - Advice on what to do and what not to do in your first year - How educating Sales helps to unlock ABM success - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Alessandra Possamai, ABM Manager at Shutterstock. A passionate B2B Marketer with a real talent for Account-based Marketing, Alessandra is seeing huge success with her ABM strategy, creating personalized Account Experiences that deliver a truly customized buyer journey. Here's what they cover: - How alignment with Sales moves the ABM dial - Why the account experience lies at the heart of an ABM strategy - What are some of the hardest parts of ABM - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Andreas Villumsen, Global Account Marketing Manager at Jabra. Andreas is passionate about Sales enablement and helping Jabra deal teams excel through personalized Account experiences. Here's what they cover:  - How Jabra’s Global Account program drives growth - Why ABM is key to Jabra’s ‘land and expand’ strategy - What are some of the hardest parts of ABM - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Marlowe Fenne. Marlowe heads up Account-Based Marketing at FireEye, one of the world’s leading cybersecurity companies. Marlowe is considered to be one of the leading ABM practitioners operating today. His ABM program at FireEye has generated tens of millions of dollars in revenue. In this episode of Let’s talk ABM, Marlowe shares what makes his program different and why agility is key to ABM success. Here's what they cover: - Why agility is key to ABM success at FireEye - How crises can be turned into opportunities - Why One-to-few ABM is the right choice for FireEye - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Mathew Kent, Senior Marketing Manager, UK & IE at Pega. Matt is a seasoned ABM professional, schooled in the latest thinking from ITSMA and with more than 15 years of B2B technology experience marketing complex software solutions to enterprises. Here's what they cover: - Why ABM is the right strategy for complex sales - How to build a strong Sales and Marketing alignment - What success looks like for Pega’s ABM strategy - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Amber Bogie, ABM Strategy Lead at Degreed about creating a culture where key accounts are at the centre of the organization. Here's what they cover: - How Sales Enablement unlocks ABM - Why Degreed is evolving from ABM to ABX - How Degreed measures the ROI of its ABM program - Advice on how to succeed at Account-based Marketing