Account-Based Marketing

The role of the CTO has changed. Former CTO at Lloyd's Banking Group and Zürich Insurance Group and now CTO Cyberfort Group, Andy Simpson-Pirie describes how his role has changed, what this means for vendors looking to create partnerships and how having an insight-driven understanding of business is the key to success.

Reaching the status of trusted partner is something many enterprise sellers wish to achieve, but few actually do. Brian Hayes, former Global Head of Transformation at HSBC and now Financial Service Industry Lead – EMEA at VMware, gives his tips on how to build trust in a relationship.

In this episode of The Customer Buying Index™ series, TSB CMO Pete Markey gives his tips on how C-suite enterprise buyers like to be sold to, including the importance of understanding the business you're targeting.

In this episode we're joined by Marlowe Fenne, Head of ABM at FireEye and former account-based marketing leader at Cisco, to navigate through the martech stack and look at how successful programs are applying tech to ABM.

What's the role of account-based marketing in the banking sector? In this episode we're joined by Catherine Walker, Global Head of B2B Digital Marketing Channels, of HSBC to talk through how banks can leverage ABM principles to advance their relationships, use marketing automation platforms and develop their approaches to key account growth.

In this episode we bring together three sales leaders for their first-hand experiences in leading key accounts and the shifting enterprise buying cycles. They also share their thoughts on the role of marketing and how they've used account-based marketing to shift perceptions, grow relationships and win bigger deals.

We're joined by Michael Sperger, Chief Operating Officer Americas Enterprise at Finastra, to discuss how organizations can ensure their day to day operations can drive maximum impact – both for their customers and their business.

Danny Nail, Senior Director at SAP joins us to discuss setting up a global account-based marketing function and establishing a group-wide centre of excellence.

In this episode we are joined by Carrie Holmes, Director of Strategic Marketing at Microsoft, to discuss the ways her team are transforming how they engage customers, strengthen internal buy-in and bring increased velocity to their business.

Listen to our latest episode with John Watton, Senior Director of Enterprise Marketing at Adobe; where we'll hear about strategies Adobe are adopting to expand into new markets, increase relevance with enterprise accounts, and ultimately build account-based experiences.