Account-Based Marketing

In our latest episode, we learn the secrets to earning the trust of the C-suite and building value-driven relationships that transcend the typical vendor-client dynamic. Craig Walker, former SVP, Salesforce and Global CIO, Shell

In this episode we dive into the complexities of establishing and scaling an effective ABM program – including the challenges, strategies, and keys to success.

In this episode, Richard Maclachlan, CMO of Workhuman, reveals the innovative strategies and leadership insights that secured his seat at the executive table and established marketing as a key driver of growth.

Join ITSMA consultants Robert Hollier and Adam Bennington as they discuss the shift to client-centric strategies in marketing, leveraging generative AI, enhancing customer relationships, and the impact of account-based marketing on business success in 2024.

Dr Charles Doyle, a three-time Chief Marketing Officer, shares why client needs are a critical cornerstone to an effective growth strategy.

Jerid Lydic, with 25 years of key account growth experience at Pfizer, shares battle-tested strategies for winning valuable customers. Topics include mastering key account management fundamentals, importance of compliance in pharma and healthcare, building sustainable partnerships, customer-centric evolution in pharma, insights on client needs, practical experience, and networking in key account growth.

In this episode, Google Cloud's Katharyn White shares her vision for generative AI adoption and what it will take to win in a world where AI’s rewriting the charter for marketing.

Balancing the legacy of a 240-year-old brand with the demands of innovation is a delicate art. In this podcast, Janis Fratamico explains why forward thinking will make customers ambassadors for your brand.

ABM programs can mistakenly be positioned as demand generation initiatives, with serious consequences on performance. In our latest episode, Alisha Lyndon and Rachel Fairley, Chief Brand Officer at Hewlett Packard Enterprise, unpack the role brand plays and the intersection of brand/demand/ABM for your organization’s growth strategy. 

Kyndryl is a business that was founded and structured around implementing ABM right from the start. In our latest ABM podcast, Andrew Fitzgerald, Vice President of Global Account-Based Marketing explains “The Kyndryl Way” and why it was so important to design a marketing function with strategic clients at its core.