Let’s talk ABM

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

In this episode of Let's Talk ABM Declan chats to Tyler Lessard, VP Marketing & Chief Video Strategist at Vidyard, about using video to support Account-based Marketing campaigns. Here's what they cover: - How Vidyard got serious with Account-based Marketing - The steps Vidyard took to scale ABM - How video can support your ABM strategy - Advice on how to succeed at Account-based Marketing.

In this episode of Let's Talk ABM Declan chats to Neil Berry, Head of Global ABM & DBM for FSI at Atos. Neil talks about their One-to-one ABM strategy and why it is all about giving your customers the best of you. Here's what they cover: - Atos’ approach to One-to-one ABM - How to build strong Sales and Marketing alignment - What constitutes an ABM Center of Excellence - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan is joined by Jennifer Leaver, Global ABM Strategist at Bazaarvoice. Jennifer shares her Account-based Marketing strategy and why she sees the move from Account-based Marketing to Account-based Experience as the logical next step for the program. Here's what they cover: - How to get started with ABM - The key building blocks of a successful ABM strategy - How Bazaarvoice measure ABM ROI - Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Christa Norton, Head of Industry and ABM at Capita, about building an enterprise ABM program and how to win, grow and retain large enterprise accounts. Here's what they cover: - How Capita rolled out a One-to-one ABM program - The concept of promotion and demotion of accounts - Why Sales alignment is so critical to ABM success - How to succeed at Account-based Marketing