Account-Based Marketing

What does it take to lead a marketing function at the center of data-driven transformation, AI disruption, and rapidly shifting buyer expectations? In this episode, Jennifer Jackson outlines how Actian is reshaping marketing to meet the demands of a new era.

In this insightful discussion, Harsha Chachadi, Global Marketing Programs and ABM lead at FM, dives into building client-centric growth in the insurance sector. She shares her career transition from tech to insurance and highlights the cultural shifts needed for ABM adoption. Harsha explains how FM began its ABM journey, emphasizing the importance of strong qualifications and last-mile execution in complex buying processes. She also addresses the balance between scaling ABM while maintaining personalization and offers valuable advice for teams embarking on their own ABM initiatives.

As B2B organizations navigate shifting markets and rising expectations, Emma Chatwin shares how Fujitsu's three-year transformation journey moved marketing from the sidelines to the front line of business growth.

How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp's Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.

What does it take to make client centricity more than a slogan? Margaret Franco, CMO, Duco, reveals how aligning product, sales, and marketing unlocks growth in today's demanding B2B landscape.

Heather Adkins, Managing Director at KPMG, dives into the evolution of account-based marketing with a focus on client-centric strategies. She discusses the synergy between marketing and business, emphasizing how sector-led teams and AI-enhanced tools drive growth. Adkins highlights the need for a unified tech stack to connect marketing efforts to tangible results. She also explores the importance of human connections in professional services, underlining how trust and personalized experiences remain pivotal in client engagement.

In this episode, Oli Hammans and Gabriella Sellers, Global ABM Leaders at EY, reveal how EY is scaling ABM by combining smart account prioritization, close client engagement, and cross-functional collaboration to drive growth across its global portfolio.

In this episode of the Account-Based Marketing podcast, Mendeil Bailey reveals how Autodesk is transforming its marketing strategy by harnessing ABM to prioritize customer needs, maximize impact, and fuel long-term growth.

In this episode of The Client-Centric CMO, Brian Jochum shares how Virtusa has transformed its marketing by leveraging customer insights, strategic focus, and innovative technologies to prioritize client needs.

In this episode of the Account-Based Marketing podcast, Jodi Lebow, Vice President of Global Demand Center, reveals how Hexagon is transforming its approach to growth by integrating ABM, demand generation, and client-centricity across its global operations.