Let’s talk ABM: Recent Episodes
strategicabm
Declan Mulkeen, CMO of Account-based Marketing Agency, strategicabm, talks to leading ABM practitioners and thought leaders. The interviewees share their experiences of designing and running ABM strategies with invaluable insights and learning for B2B Marketers looking to start or enhance their ABM programs.
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 and learn:
- How IBM does ABM
- How brand drives demand
- The power of the 9 Cs framework
- The importance of personalization in ABM
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 important
- What makes great Sales and Marketing alignment
- And much more… !
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 One-to-few is the right mix
- How to select the right ABM accounts
- Why Sloan feels like an ‘embedded reporter’
- What he thinks makes a great ABMer
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 PBM works in tandem with ABM
- What is behind the successful ABM program at ServiceNow
- Her take on One-to-many ABM
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 Framework
- How SAP chooses accounts for its ABM program
- Why ABM is key to customer adoption and advocacy
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 storytelling unlocks ABM accounts
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 for ABM success
- How to measure ABM success
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:
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What Champion Tracking is
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Why multi-threading is key to account success
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Trinity’s rationale for SDR reporting to Marketing
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How to make the intangible tangible
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:
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How IBM has pioneered the use of AI
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Why ‘WOW’ moments are so important
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How diversity breeds ABM success
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Why a ‘fail fast, learn fast’ mentality empowers ABM
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 leading the ABM strategy for Financial Services at Capgemini.
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 delivering client relationship marketing programs.
Here's what they cover:
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Why trust is so important in an ABM strategy
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How ABM can be used to change brand perceptions
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Why ABM needs a change in mindset
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What makes a successful ABM strategy
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:
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How Taylor is the voice of the customer within Terminus
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How she helps customers align strategy and goals
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How not to be ‘misled’ by technology
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What makes a successful ABM strategy
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.
Listen to this episode and learn:
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Why we are launching a new podcast
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What topics Jack and Josh will be exploring
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What is 'under the hood' of ABM
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What makes a successful ABM strategy
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:
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How to succeed at One-to-few ABM
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What to know about ABM and technology
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How to build alignment with Sales
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Laura Matthews, Senior Manager of Global ABM 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 change that shapes an inclusive tech industry.
Here's what they cover:
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How to get buy-in to invest in ABM
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An inside look at UiPath’s Accelerate Program
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How to sprinkle 'ABM Magic' over your accounts
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Why Laura feels her role is more Sales than Marketing
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 consultancies.
Listen to this episode and learn:
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The challenges for immature and mature ABM programs
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Why trust is the key factor of any successful ABM program
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Value Proposition and Account Experience – what are they?
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Why ABM is the right ‘play’ in an economic recession
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When to use an ABM Agency (and not)
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:
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How to stand up an ABM strategy from scratch
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How to pitch Marketing successfully to your CEO
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Advice on how to succeed at Account-based Marketing
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How to build long-lasting relationships with Sales
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:
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What Gabrielle has learned most in her ABM career
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Why ABM is all about meeting accounts where they are
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Why micro-partnerships form an important part of Gabrielle's strategy
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How to succeed at ABM
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:
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Key learnings from two major ABM leaders
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How to launch an ABM strategy from scratch
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How startup ABM differs from enterprise ABM
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How Sales makes or breaks ABM success
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:
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Why the customer is the car in Formula One ABM
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Common misconceptions about ABM
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How ABM can drive customer expansion
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Christian's greatest ABM learning
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:
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How to do ABM as a team of one
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Why a Sales background makes him a better ABMer
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His greatest ABM learning
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Advice for anyone starting out with ABM
In this episode of Let's talk ABM, Declan chats to Adam Holmgren, Head of Demand Generation, Europe at GetAccept. Adam has become a leading figure in the world of Demand Generation, both through his work at GetAccept as well as with his community - The Demand Generation Movement. He is taking GetAccept's Marketing on a journey from SMB to mid-market and share his journey with us.
Here's what they cover:
- GetAccept's journey from SMB to mid-market
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Learnings from launching an ABM motion
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How ABM and Demand Gen can work in tandem
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Adam's personal project of building a Demand Gen community
In this episode of Let's talk ABM, Declan chats to Keith Pranghofer. Keith is Director of Marketing, ISV Partnerships at Microsoft, where he oversees the channel partner ecosystem. His 16-year career at Microsoft has seen him work across Strategic Accounts, Field Marketing, Customer Lifecycle Marketing and Commercial activities. ABM for Keith is all about putting the customer at the heart of everything he does.
Here's what they cover:
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How Keith is deploying ABM to develop Microsoft's channel partners
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Why ABM is all about the customer
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How Keith is using ABM as a growth and business strategy
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His advice for anyone starting their ABM journey
In this episode of Let's talk ABM, Declan chats to Lisa Sharapata, CMO at BoostUp. Lisa is a global Marketing Leader, advisor, and thought leader who has delivered transformative growth in many high-tech companies. Over the course of the last 20 years, she has led teams across all Marketing disciplines – from Demand Gen to Brand, Growth Marketing to Customer Experience. She is now heading up Marketing at BoostUp, the Revenue Operations, and Intelligence Platform.
Here's what they cover:
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How Lisa has seen ABM change over recent years
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How best to use intent data in your ABM program
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How the buyer experience needs to change
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Lisa's advice for anyone launching an ABM program
In this episode of Let's talk ABM, Declan chats to Jess Larkin, Senior Strategic Marketing Manager, Financial Services at Confluent. ABM is nothing new to Jess. She's been responsible for creating successful ABM motions at companies such as Okta and now Confluent, forging effective partnerships with Sales, driving operational excellence, and executing successful pipeline generating programs.
Here's what they cover:
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What excites Jess about ABM
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How to build an ABM strategy from scratch
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The different use cases for ABM
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Jess' advice for anyone launching an ABM program
In this episode of Let's talk ABM, Declan chats to Corrina Owens, Senior ABM Manager at Gong. Corrina is an award-winning ABMer who is now blazing a trail at Gong. A passionate Marketer, Corrina is all about building customer-centric programs with impactful account experiences and communities. Corrina has also recently been listed in the first-ever Future CMOs watch list by the Peak Community.
Here's what they cover:
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Why building a community is the next step in ABM
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How to achieve alignment with Sales
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What the hardest part of ABM is
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Corrina's advice for anyone launching an ABM program
In this episode of Let's talk ABM, Declan chats to Akriti Gupta, Global Head of ABM at Google Cloud. A passion for marketing translates to a passion for customers, and that’s what has made Akriti love her journey in this realm across GE, Samsung, and now Google. Based in San Francisco, she currently heads Account-based Marketing for Google Cloud globally.
Here's what they cover:
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How Google Cloud achieved Sales and Marketing alignment
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The importance of Account Insights
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Google's tenet of 'fail fast, learn fast' applied to ABM
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Akriti's advice for anyone launching an ABM program
In this episode of Let's talk ABM, Declan chats to Daniel Dong, Manager of Expansion Growth at Samsara.Daniel is a full-stack marketer, business strategist, and casual developer who is currently Manager of Expansion Growth at Samsara, the connected operations platform. Daniel recently won the 'ABM Nerd' for his heavy emphasis on data in his ABM campaigns.
Here's what they cover:
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Key learnings moving from SMB to Enterprise
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The building blocks of Samsara's ABM strategy
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Why data is at the heart of any ABM program
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Advice for anyone starting out with ABM
In this episode of Let's talk ABM, Declan chats to Guy Phillips, Head of Enterprise Marketing, EMEA at Autodesk. Guy has that unique experience of working both Agency and Client-side, delivering exceptional ABM experiences. In his current role, as Head of Enterprise Marketing for EMEA at Autodesk, he is leading the charge to create high-impact ABM account experiences.
Here's what they cover:
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Why ABM is not rocket science
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The importance of account insights to unlock accounts
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His great ABM learning
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Advice for anyone starting out with ABM
In this episode of Let's talk ABM, Declan chats to Yaagneshwaran Ganesh, Director of Marketing at Avoma. Yaagneshwaran Ganesh (popularly known as Yaag) is an award-winning marketer, author, podcaster, and TEDx speaker. Yaagneshwaran is among the top 100 global marketing technologists and is recognized by The World Marketing Congress as one of the Marketing Mavericks, in association with the World Federation of Marketing Professionals. In his current role, Yaag is leading the marketing charge at Avoma, the AI Meeting Assistant tool.
Here's what they cover:
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The GTM strategy for a young SaaS company
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How to compete (and win) against the major players
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Why it's important to have a point of view
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What 'there' looks like for ABM
In this episode of Let's talk ABM, Declan chats to Florence Broderick. Florence is CMO at CARTO, with responsibility for translating the value of Location Intelligence to enterprise organizations in a wide range of sectors. Prior to joining CARTO, Flo worked at Telefónica's specialist Big Data unit, having previously worked in Connected Car, VoIP tech, and mobile data insights in the UK, Spain, Germany, and Latin America.
Here's what they cover:
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How CARTO's marketing has pivoted over the last 18 months
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What makes Partner Marketing different
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Why nurturing talent is so important
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Richa Pande, Global Head of Account-based Marketing Campaigns at HP. Richa's approach to ABM is to take a 'customer-backward approach' - employing data-driven insights, high octane content, and highly effective, A/B tested campaigns to break through status quo customer scenarios and address pain points. In this latest episode of Let's Talk ABM, Richa shares her insight into what makes a winning Enterprise ABM strategy.
Here's what they cover:
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Why ABM is not a panacea for all B2B troubles
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Why ABM leaders need to look beyond revenue
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How not all ABM programs are what they seem
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Danny Nail, Account-based Engagement Lead - Financial Services at Microsoft. Danny is one of the world’s leading ABM practitioners and thought leaders. His ABM programs at SAP and now Microsoft have won numerous awards and praise. Danny sees One-to-one and One-to-few ABM as true ABM and shares his insight in this Let’s talk ABM podcast interview.
Here's what they cover:
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How Demand Gen and ABM can coexist
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The difference between ‘intent’ and ‘interest’
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What the hardest part of ABM is
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Becks Powell, Marketing Programs Manager UK & Nordics at Showpad.Becks is a seasoned B2B Marketing professional with significant experience - both Agency and Client-side. Having built a formidable ABM at scale machine in her previous role at Unit4, Becks is now rolling out a more personalized and curated ABM strategy at Showpad, the leading revenue enablement technology.
Here's what they cover:
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How to get started with ABM
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What constitutes the building blocks of a successful ABM program
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How to use intent data to aid account selection
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Rachael Tiow, Director of ABM at Auth0, the authentication and authorization platform. A seasoned Sales and Marketing expert with a strong background in building technology brands, Rachael is powering Auth0’s growth with her ABM strategy and close alignment with Sales.
They cover:
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How Auth0 GTM evolved from Inbound to ABM
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Rachael’s greatest learning from 5 years of ABM
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What the hardest part of ABM is and why
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Hillary Lupo Carpio. Hillary leads the ABM strategy at Snowflake, the Cloud Data platform. Hillary's built a sizable ABM function to support hundreds of Field Sellers across enterprise and Fortune 1000 accounts. The team runs integrated programs in target accounts with Field Marketing, Partner Marketing, Demand Gen and Sales Development to support more than 2,000 target accounts with the industry's best hyper-personalized experiences.
Watch this webinar and learn:
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How Snowflake personalizes ABM at scale
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Why strategy comes before technology
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What is the hardest part of ABM and why
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Advice on how to succeed at Account-based Marketing
In this episode of Let's talk ABM, Declan chats to Elise Miller, Head of ABM, EMEA at ServiceNow. Elise is a seasoned Account-based Marketing practitioner and thought leader with a strong track record in pushing the boundaries of ABM. In her current role at ServiceNow she leads ABM efforts for EMEA. Elise's combined Agency and corporate experience has allowed her to deliver maximum return on her ABM program with numerous awards and accolades for the strategy she and her team has developed.
Here's what they cover:
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How to scale ABM
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The importance of an ABM Center of Excellence
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Why psychology plays such an important part in ABM success
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Advice on how to succeed at Account-based Marketing
In this episode of Let's Talk ABM, Declan chats to Debra Yorkman, VP of Marketing at SDI. Debra sets and guides the overall strategic and tactical execution of SDI’s marketing and branding initiatives. Debra deploys ABM to help customers and target accounts learn the value of the digital transformation of their supply chain.
Here's what they cover:
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Why the last 18 months has been an inflection point
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How contextualized news can drive results
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What the hardest part of ABM is
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Advice on how to succeed at Account-based Marketing
In this episode of Let's Talk ABM Declan chats to Nancy Carlyle Harlan, Head of Global ABM at Qlik. Nancy is that rare Marketer with a successful Sales background at IBM and Siemen. This Sales insights has helped Nancy to develop the successful ABM program at Qlik that has transformed their approach to strategic account management and growth. Here's what they cover:
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Why One-to-one is the only true ABM
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How insights drive account strategy
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Where ABM tech vendors need to improve their offering
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Advice on how to succeed at Account-based Marketing
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:
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What the first year of an ABM strategy looks like
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Advice on what to do and what not to do in your first year
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How educating Sales helps to unlock ABM success
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Advice on how to succeed at Account-based Marketing
In this episode of Let's Talk ABM Declan chats toAlessandra 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:
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How alignment with Sales moves the ABM dial
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Why the account experience lies at the heart of an ABM strategy
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What are some of the hardest parts of ABM
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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:
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How Jabra’s Global Account program drives growth
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Why ABM is key to Jabra’s ‘land and expand’ strategy
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What are some of the hardest parts of ABM
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Advice on how to succeed at Account-based Marketing
In this episode of Let's Talk ABM Declan chats toMarlowe 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:
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Why agility is key to ABM success at FireEye
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How crises can be turned into opportunities
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Why One-to-few ABM is the right choice for FireEye
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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:
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Why ABM is the right strategy for complex sales
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How to build a strong Sales and Marketing alignment
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What success looks like for Pega’s ABM strategy
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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:
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How Sales Enablement unlocks ABM
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Why Degreed is evolving from ABM to ABX
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How Degreed measures the ROI of its ABM program
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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:
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How Vidyard got serious with Account-based Marketing
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The steps Vidyard took to scale ABM
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How video can support your ABM strategy
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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:
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Atos’ approach to One-to-one ABM
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How to build strong Sales and Marketing alignment
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What constitutes an ABM Center of Excellence
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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:
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How to get started with ABM
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The key building blocks of a successful ABM strategy
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How Bazaarvoice measure ABM ROI
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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:
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How Capita rolled out a One-to-one ABM program
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The concept of promotion and demotion of accounts
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Why Sales alignment is so critical to ABM success
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How to succeed at Account-based Marketing
In this episode of Let's Talk ABM Declan is joined by Andrea Clatworthy, Global Head of Account-based Marketing at Fujitsu. Andrea first introduced ABM at Fujitsu in 2014, in this interview she shares her experiences of expanding the program globally.
Here's what they cover:
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What makes Fujitsu’s ABM program different
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Why Account Experience is so important
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What the future holds for ABM at Fujitsu
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Advice on how to start an ABM program
In this episode of Let's Talk ABM Declan chats to Nick Bennett, Director of Field Marketing, North America at Logz.io. Nick has recently launched an ABM program at Logz.io and has delivered some fantastic results in a very short space of time.
Here's what they cover:
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Why Logz.io launched an ABM strategy
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What challenges they have faced
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What the future looks like for Logz.io
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Why Social Selling is so important for Nick Bennett
In this episode of Let's Talk ABM Declan is joined by Amy Hall, Global ABM Manager at Hitachi Ventara. Amy’s reputation as a leader and strategic thinker combines with her strong focus on collaboration with sales leaders to deliver a truly outstanding ABM program.
Here's what they cover:
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How a team of one can do ABM
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What drives ABM success
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What the future holds for ABM
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Advice on how to start an ABM programme
In this episode of Let's Talk ABM Declan chats to Sangram Varje, CMO & Co-founder of Terminus. Sangram created the FlipMyFunnel Community in 2014 to provide a place for B2B marketing and sales innovators to foster the Account-based mindset and to learn from each other.
Here's what they cover:
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The role of Terminus in the ABM ecosystem
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Why ABM is the hottest ticket in town
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Advice on how to start an ABM programme
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What does the future hold for ABM
In this episode of Let's Talk ABM Declan chats to Randi Barshack, SVP Marketing at RollWorks, about the importance of taking a data-driven approach to Account-based Marketing.
Here's what they cover:
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The role of RollWorks in the ABM ecosystem
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Why ABM is the hottest ticket in town
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Advice on how to start an ABM program
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What does the future hold for ABM
In this episode of Let's Talk ABM Declan is joined by Bev Burgess, Senior Vice President & Global ABM Practice Leader at ITSMA. Bev is one of the industry’s major thought leaders on marketing and selling complex services and solutions.
Here's what they cover:
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How Account-based Marketing originated
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What criteria dictate a successful ABM programme
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What the future holds for ABM
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Practical tips for starting with ABM
In this episode of Let's Talk ABM Declan chats to Latané Conant, Chief Market Officer at 6sense. Latané believes in putting customers, and future customers, at the centre of the Account-based Experience - which means no cold calls and no spam!
Here's what they cover:
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How 6sense uses AI and Big Data to deliver revenue
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Why ABM is one of the hottest topics in B2B Marketing
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How a company should start with ABM
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What the future holds for ABM
In this episode of Let's Talk ABM Declan is joined by Stu Heinecke, Author and WSJ Cartoonist. Stu Heinecke is a hall-of-fame nominated marketer, a Wall Street Journal cartoonist, best selling business author, and founder of Cartoonists.org. The American Marketing Association recognized him as “the father of Contact Marketing,” a term coined in his highly successful book, “How to Get a Meeting with Anyone”.
Here's what they cover:
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What is Contact Marketing?
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Why personalisation is the key to ABM
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How to get a meeting with anyone
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Why brevity and relevancy are key when targeting C-suite
In this episode of Let's Talk ABM Declan chats to Kyle Coleman, VP Revenue, Growth & Enablement at Clari. Kyle is an experienced Sales & Marketing leader with a passion for people development, identifying & solving problems, creating & optimizing processes, and unifying departments across the revenue organisation.
Here's what they cover:
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Why risk identification is key to a successful sales pipeline
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The role of Clari in your ABM tech stack
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How Clari helps companies do better ABM
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The role of AI and machine learning in revenue operations
In this episode of Let's Talk ABM Declan chats to Karla Rivershaw, Head of Marketing at Turtl about the psychology behind how we consume online content and why 'personalisation' is more than just a marketing buzzword when it comes to content marketing.
Here's what they cover:
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Why Turtl is on a mission to kill the PDF
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The role of Turtl in your ABM tech stack
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How Turtl helps deliver a personalised content experience
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How content can empower your sales teams
In this episode of Let's Talk ABM Declan chats to Richard Lane, Co-founder and CEO, and Lee Durham, Co-founder and CRO, of durhamlane. Richard and Lee coined a phrase; '#NeverStopSelling', believing that the wheels of commerce have got to keep turning, whatever the situation.
Here's what they cover:
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How to prospect in this new environment
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The role of durhamlane in your ABM tech stack
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How to progress MQLs to SQLs and close
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How sales and marketing alignment drive success
In this episode of Let's Talk ABM Declan chats to Gideon Thomas, VP of Marketing & Growth at DealHub. Gideon is extremely passionate about helping companies gain a more informed and actionable understanding of the changing landscape within Sales Engagement.
Here's what they cover:
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How to close deals faster
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The role of DealHub in your ABM tech stack
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How DealHub helps companies do better ABM
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How to enable your sales team to deliver optimal performance
In this episode of Let's talk ABM, Declan is joined by Riaz Kanani, CEO of Radiate B2B. A serial entrepreneur and creator of technology business, Riaz has over twenty years of experience of working at the cutting edge of technology and marketing.
Here's what they cover:
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How data drives successful ABM programs
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The role of Radiate B2B in your ABM tech stack
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Hyper-personalisation and advertising
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How sales and marketing together make a formidable team
In this episode of Let's Talk ABM Declan chats to Andy Culligan, CMO at Leadfeeder. Andy explains how first party intent data can be used across sales and marketing teams enhance Account-based Marketing efforts.
Here's what they cover:
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How Leadfeeder helps to de-anonymise website visitors
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The role of Leadfeeder in your ABM tech stack
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How Leadfeeder helps build your sales pipeline
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How Leadfeeder has pivoted its marketing strategy
In this episode of Let's Talk ABM Declan chats to Jon Clarke, CEO of Cyance, a leading behaviour-based marketing technology company. Jon shares some use cases for how intent data can enhance ABM in both One-to-one and One-to-many programs.
Here's what they cover:
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How Cyance delivers zero-waste marketing
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The role of Cyance in your ABM tech stack
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How intent data accelerates sales pipeline creation
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Intent data as a client engagement strategy
In this episode of Let's Talk ABM Declan chats to Alice de Courcy, Head of Marketing at Cognism. Alice has built a predictable growth marketing model at Cognism that has seen Cognism grow from $2.5m to $7m in ARR in 2019.
Here's what they cover:
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How Cognism has built a predictable revenue model
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The role of Cognism in your ABM tech stack
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How data is revolutionising ABM
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How to move a prospect effectively through the funnel
In this episode of Let's Talk ABM Declan chats to Alex Olley, Co-founder of Reachdesk. Alex believes in treating customers like humans (rather than leads or opportunities) using ABM strategies, Direct Mail, Personalised Gifting and a human element across every touchpoint.
Here's what they cover:
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How Reachdesk is revolutionising direct mail
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The role of Reachdesk in your ABM tech stack
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How Reachdesk delivers hyper-personalisation
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How Reachdesk clients have adapted to the new “normal”
In this episode of Let's Talk ABM Declan chats to Nikhil Premanandan, Head of Marketing at Hippo Video about how sales reps can stand out and enhance conversations by using engaging, personalised videos.
Here's what they cover:
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How Hippo Video is revolutionising video marketing
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The role of Hippo Video in your ABM tech stack
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How Hippo Video can increase your sales conversations
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How Hippo Video clients have adapted to the new “normal”