Nora operates at the heart of ABM - in the intersection between research and advising Forrester customers on ABM best practices and strategy. Before joining Forrester, Nora worked as a B2B Marketer, leading both demand generation and ABM initiatives. Her combined experience as both a practitioner and an analyst provides her with a unique perspective on the evolving landscape of B2B marketing and ABM. Watch this episode and learn: The current state of ABM How to achieve meaningful...

Sophia Agustina is a Global Marketing leader with expertise in full-funnel, customer-centric, and ROI-driven marketing strategies. She is a co-creator of the 9 Cs framework - a go-to-market (GTM) strategy focusing on getting closer to the customer to drive customer value and business outcomes. She most recently led the global brand-to-demand-to-ABM strategy at IBM - leading cross-functional teams to deliver high-performing, customer-centric campaigns and experiences. Watch this episode...

In this episode of Let's talk ABM, we speak to Lindsay Baggett, who heads up Account-based Marketing at Tanium. Now 24 months into her role at this leading security and system management company, she’s built a formidable ABM engine. Previously, Lindsay led the Field Marketing and ABM efforts at companies including Couchbase and Gong. Watch this episode and learn about: Why ABM shouldn’t be ‘random acts of marketing’! A focus on progress versus perfection Why defining ABM is so...

Interviewed in this episode of Let's talk ABM is Sloan Newman, Manager, ABM Programs – Americas, at NTT DATA. An award-winning ABM leader, Sloan has over 20 years of experience crafting personalized marketing strategies for key accounts, driving revenue growth and customer satisfaction. Sloan sees himself as an ‘embedded reporter’ with NTT DATA’s One-to-one accounts, which really illustrates the importance of a close relationship.  Watch this episode and learn: Why One-to-one and...

In this episode of Let's talk ABM, we speak with Celia Slack, Pursuit Marketing Lead, EMEA at ServiceNow. As a specialist in Account-based Marketing, Celia has global end-to-end experience gained from some of the world's leading Technology, Financial Services, and Consumer brands. She has recently assumed a new responsibility at ServiceNow, as Pursuit Marketing Lead, EMEA, and shares her learnings to date with us.  Watch this episode and learn: What is Pursuit-based Marketing (PBM) How...

In this episode of Let's talk ABM, we speak with Marcelo Fernandes, Global Head of Adoption & ABM, Vice-President at SAP, about the power of Customer Lifecycle ABM. Marcelo is a seasoned B2B Marketer with more than 25 years of experience in technology marketing and entrepreneurship. In his current role, he oversees two key strategic initiatives at SAP - Account-based Marketing and Adoption.Here's what they cover: The evolution of ABM at SAP The rollout and impact of a global ABM...

In this episode of Let's talk ABM, we speak with Kathryn Nimmo, ABM Marketing Manager at HP Inc, about building awareness and credibility with ABM. Kathryn is an accomplished Marketing and Sales professional with extensive experience executing and delivering marketing and sales campaigns across multiple industries.Here's what they cover: How ABM is used for perception and brand awareness How Subject Matter Experts are your secret weapon Why Sales experience is pivotal to ABM Why...

In this episode of Let’s talk ABM, Declan speaks with Rhiannon Blackwell, ABM Leader, Global Marketing Organization at PwC. Over the course of the last 18 months, Rhiannon has built up the team and capability from scratch. With a team now of 20+ ABM professionals she is scaling the program to drive growth in PwC's top-tier accounts.  Here’s what they cover: What it takes to stand up an ABM program from scratch How to achieve Sales and Marketing alignment Why personalization is key...

In this episode of Let's talk ABM, Declan chats to Katrine Rasmussen. Katrine leads a passionate Marketing team at Pixelz, that is making waves and shining a light on the importance of photo retouching. Prior to joining Pixelz she worked in and led marketing growth teams in the Fintech and accounting sectors. Here's what they cover: Why it pays to go after ‘Big Whales’ What is Experience Marketing The power of investing in customer relationships What ABM is and isn’t

In this episode of Let's talk ABM, Declan chats to Avishek Chakrobarty. Avishek’s professional career in Sales and B2B Marketing has led him to his current role as Head of the ABM Center of Excellence at Kyndryl. He’s on a mission to enable Kyndryl’s Field Marketing teams to grow priority accounts. Here's what they cover: What is an ABM Center of Excellence How ABM acts as a bridge What is Social and Customer Emminence How to do account scoring

In this episode of Let's talk ABM, Declan chats to Trinity Nguyen, VP of Marketing at UserGems. Trinity is a seasoned SaaS Marketer and a passionate technology advocate. Her experience spans developing and executing go-to-market strategies, Product Marketing, Demand Generation, Account-based programs, and Sales enablement. Here's what they cover: - What Champion Tracking is - Why multi-threading is key to account success - Trinity’s rationale for SDR reporting to Marketing - How to...

In this episode of Let's talk ABM, Declan chats to Andrew Watkins, Top Account Field Marketing Lead at IBM. Andrew’s experience marries Marketing and the Creative Arts. His 13+ years at IBM have seen him work in Sales Enablement, Brand, Advertising, and now Account-based Marketing. It is this diverse background and experience that Andrew is able to apply to his ABM thinking and successful programs. Here's what they cover: - How IBM has pioneered the use of AI - Why ‘WOW’ moments are so...

In this episode of Let's talk ABM, Declan chats to Mujesira Dudic, Director of ABM, Financial Services at Capgemini. Mujesira is a seasoned Sales and Marketing professional who understands better than most the power of ABM. Her 10+ years in Sales taught her one side of the coin, while her move to Marketing and ABM some four years ago has taught her the other. Combining these two disciplines – Sales and Marketing – has helped Mujesira create compelling and impactful ABM programs. She is now...

In this episode of Let's talk ABM, Declan chats to Karen Strugnell, Global Client Relationship Marketing Leader at Accenture. Karen is a seasoned B2B Marketing professional with more than 30 years experience working in the technology industry. Her recent experience has included 12 years at IBM, where she was the ABM & Strategic Partnership Director for Europe. In her current role at Accenture, Karen is part of a team of Marketers working on some of Accenture’s most important accounts...

In this episode of Let's talk ABM, Declan chats to Taylor Young, Principal, ABM Strategy and Customer Experience at Terminus, where she is the voice of the customer inside the organization. A previous Terminus customer, Taylor brings a unique perspective to her role to champion the most effective use of Account-based Marketing and technology. Here's what they cover: - How Taylor is the voice of the customer within Terminus - How she helps customers align strategy and goals - How not to...

In this episode of Let's talk ABM, Declan chats to our very own Heads of ABM, Jack Rawlings and Josh Weale, to uncover some exciting news about a new upcoming podcast they will be launching. Combining Jack's extensive experience in both B2C and B2B markets with Josh's background in journalism, client-side experience and passion for all things ABM – together, they lead the development of strategies to help enterprise tech businesses win, grow and retain their most important accounts....

In this episode of Let's talk ABM, Declan chats to Heather Adams, Senior Director of Demand and Account-based Marketing at Socure, the leading provider of digital identity verification and fraud solutions. Heather is a seasoned B2B Marketer with almost 30 years’ experience developing marketing strategies to help enterprise B2B technology sales teams succeed. Here's what they cover: - How to succeed at One-to-few ABM - What to know about ABM and technology - How to build alignment with...

In this episode of Let's talk ABM, Declan chats to Laura Matthews, Director, Global Account Based Marketing, EMEA at UiPath. A seasoned B2B Marketer, Laura leads UiPath’s ABM strategy for major enterprise accounts in Northern Europe. She has previously held senior Marketing positions at BT, Google, and Cisco, as well as acting as an Enterpise Advisor for the Mayor of London. Laura is also an Executive Board Member at Tech London Advocates Women in Tech, a platform that promotes positive...

In this special episode of Let's talk ABM, Declan chats to our very own CEO at strategicabm, Alex Embling. Alex has been in B2B Marketing practically since the beginning! He started strategicabm more than 25 years ago and has lived through all the major B2B trends – from SEO to Inbound, from Content Marketing to Demand Generation. Alex pivoted strategicabm to be a pure-play Account-based Marketing Agency some seven years ago. Today, the Agency is considered to be one of the foremost ABM...

In this episode of Let's talk ABM, Declan chats to Philip Angerhofer, Global Lead for Expansion Marketing at ON24. Phillip's B2B Marketing experience has spanned roles at Qualtrics, Pluralsight, and now ON24. His role at ON24 has seen him launch Account-based Marketing to grow the share of purse and reputation in existing accounts. Phillip’s passionate about building relationships with his sales colleagues.   Listen to this episode and learn:   - How to stand up an ABM strategy from...

In this episode of Let's talk ABM, Declan chats to Gabrielle Pirzad, Head of ABM, EMEA at Citrix. In this role, Gabrielle is leading the ABM charge, developing targeted programs to build relationships with strategic accounts and build an ABM Center of Excellence. Previously, Gabrielle was the Head of Field and ABM Marketing (UK & IRE) for IBM where she led priority account marketing teams to deliver client-focused, demand gen and relationship programs. Here's what they cover: - What...

In this episode of Let's Talk ABM, Declan chats to Davis Potter, ABM Marketing Manager, Strategic Accounts at Scale AI. Davis has been schooled by two of the leaders in enterprise ABM, Pega Systems and Google Cloud. He is now leading the Account-based Marketing charge with the startup Scale AI, where he has stood up an ABM program in less than three months with tangible results. Here's what they cover:  - Key learnings from two major ABM leaders - How to launch an ABM strategy from...

In this episode of Let's talk ABM, Declan chats to Christian Weiss, Director of ABM, EMEA at Autodesk. Christian is a seasoned Marketer and a veteran ABMer. His passion for Account-based Marketing is palatable in this podcast episode as he shares his ABM journey, his collaborative approach to working with his Sales colleagues, and why he believes that the customer should be at the heart of any ABM strategy. Here's what they cover: - Why the customer is the car in Formula One ABM - Common...

In this episode of Let's talk ABM, Declan chats to Justin Fordham, Head of ABM at 360Learning. Justin is a Marketer (and ABMer) at heart, with the mindset and vision of a Sales professional. Now in his fourth Account-based Marketing role at 360Learning, Justin is building an ABM strategy from the ground up. He shares his ABM journey and how his Sales past has made him a better Account-based Marketer. Here's what they cover: - How to do ABM as a team of one - Why a Sales background makes...