Account-Based Marketing podcast

#MBA #Business #Marketing #Alexandra Koenig #AccountBased Marketing AccountBased #Momentum ITSMA

30:55

A secret field that summons lightning. A massive spiral that disappears into a salt lake. A celestial observatory carved into a volcano. Meet the wild—and sometimes explosive—world of land art, where artists craft masterpieces with dynamite and bulldozers. In our Season 2 premiere, guest Dylan Thuras, cofounder of Atlas Obscura, takes us off road and into the minds of the artists who literally reshaped parts of the Southwest. These works aren’t meant to be easy to reach—or to explain—but they just might change how you see the world. Land art you’ll visit in this episode: - Double Negative and City by Michael Heizer (Garden Valley, Nevada) - Spiral Jetty by Robert Smithson (Great Salt Lake, Utah) - Sun Tunnels by Nancy Holt (Great Basin Desert, Utah) - Lightning Field by Walter De Maria (Catron County, New Mexico) - Roden Crater by James Turrell (Painted Desert, Arizona) Via Podcast is a production of AAA Mountain West Group.…

Account-Based Marketing

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Account-Based Marketing is a podcast designed as a collection of conversations with sales and marketing leaders, sharing thoughts and practical tips to growing your valuable customers. This podcast is brought to you by Momentum ITSMA, a world-leading B2B growth consultancy and analyst firm. You can learn more at www.momentumitsma.com

76 епізодів

Account-Based Marketing

updated 18 днів тому

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76 епізодів

#MBA #Business #Marketing #Alexandra Koenig #AccountBased Marketing AccountBased #Momentum ITSMA

Усі епізоди

1
Ep.74 Autodesk: Reinventing relationships with the power of ABM 34:52

18 днів тому34:52

34:52

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.

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Ep. 73 Hexagon: Elevating ABM with client-centric precision 30:55

7 weeks тому30:55

30:55

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.

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Ep.72 Grant Thornton: Driving growth in global markets 33:21

11 weeks тому33:21

33:21

How do you build trust and grow client relationships on a global scale? Jason Levergood shares how strategic alignment, a client-first mindset, and cross-border collaboration drive success in the complex world of professional services.

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Ep.71 Ascendion: Harnessing marketing’s superpower to fuel client-centric growth 34:16

15 weeks тому34:16

34:16

In this episode of the Account-Based Marketing podcast, Reshma Rahi, Associate VP, GTM Strategy and Sales Transformation, reveals how a laser focus on client needs has transformed Ascendion’s ABM strategies into a growth powerhouse.

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Ep. 70 Bonus episode: ABM as the catalyst for client-centricity 29:27

18 weeks тому29:27

29:27

In this bonus episode, we explore the evolution of ABM, drawing on insights from Momentum ITSMA’s Global Account-Based Marketing Benchmark study to uncover the strategies redefining the future of client-centric marketing.

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Ep.69 PwC: Winner of Momentum ITSMA’s 2024 Account-Based Marketer of the Year 28:22

20 weeks тому28:22

28:22

In our latest episode, we discover how Momentum ITSMA's Marketing Excellence Award winner Rhiannon Blackwell has established a successful global ABM program at PwC, driving collaboration, growth, and earning the title of Account-Based Marketer of the Year 2024.

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Ep.68 Roche: Passion, personalization and the future of account-based experiences 28:34

24 weeks тому28:34

28:34

In this episode, we go behind the scenes with Luisa Wegmueller, ABM Lead, to explore how Roche is transforming ABM to drive hyper-personalized customer experiences and accelerate growth in complex B2B markets.

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Ep.67 Riverbed: Bridging the global-regional marketing divide 24:54

35 weeks тому24:54

24:54

In a world of global expansion and local nuance, how do you strike the perfect balance in your Account-Based Marketing (ABM) strategies? Becks Powell, Senior Marketing Manager, Riverbed

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Ep.66 Building strategic partnerships with CxOs 38:00

39 weeks тому38:00

38:00

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

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Ep. 65 Teradata: ABM is both an art and a science 27:55

44 weeks тому27:55

27:55

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

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Ep. 64 Workhuman: Earning a seat at the executive table 38:41

45 weeks тому38:41

38:41

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.

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Ep. 63 Bonus episode: It’s time to Rethink ABM 35:29

49 weeks тому35:29

35:29

In this bonus episode, join Alisha and Momentum ITSMA consultants Robert Hollier and Adam Bennington as they explore recent tectonic shifts in marketing approaches and dissect the latest findings from the 2024 Client Buying Index (CBX), our long-running study of enterprise buying behaviors. This episode reveals how organizations are increasingly shifting their focus from broad market tactics to deeply personalized, client-centric strategies. From integrating generative AI to enhancing customer relationships, the discussion delves into practical ways ABM is reshaping the business landscape. Our experts offer invaluable perspectives and advanced tactics to keep you ahead of the curve. Tune in to enhance your understanding of ABM in 2024 and discover how these insights can help you and your clients succeed.…

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Ep. 62 Why you should make your clients the center of your world 39:37

1 year тому39:37

39:37

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

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Ep. 61 Why key account growth should be about creating a win/win 40:04

1 year тому40:04

40:04

Securing and retaining strategic accounts can be challenging, especially in complex industries like life sciences. In this episode, Jerid Lydic from Pfizer draws on his 25 years of experience to offer battle-tested strategies for winning a greater share of your most valuable customers.

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Ep. 60 Google Cloud: Building the best gen AI-powered marketing team in the world 34:08

1 year тому34:08

34:08

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.

Account-Based Marketing

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Ep. 59 BNY Mellon: Building on brand legacy 34:47

1 year тому34:47

34:47

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.

Account-Based Marketing

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Ep. 58 Hewlett Packard Enterprises: What’s brand got to do with it? 38:10

1 year тому38:10

38:10

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.…

Account-Based Marketing

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Ep. 57 Kyndryl: The born first ABM business 36:32

2 years тому36:32

36:32

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.…

Account-Based Marketing

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Ep. 56 Pega: The united front of partner ABM 36:25

2 years тому36:25

36:25

In the world of ABM and alliances, there’s a clear mantra: one team, one strategy, one goal. In our latest ABM podcast, Pooja Golechha, Senior Manager Partner Marketing and Account-Based Marketing at Pega, explains why uniting from day one creates a robust foundation for success.

Account-Based Marketing

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Ep. 55 One to One: Back to the future of ABM 31:18

2 years тому31:18

31:18

To celebrate the launch of Alisha Lyndon's book, The ABM Effect, she's joined by contributor and best-selling author Don Peppers. Hear from Don on his thinking around treating customers as a market of one and his B2B marketing philosophy that set the stage for the ABM revolution.

Account-Based Marketing

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Ep. 54 Redwood Logistics: Turning prospects into clients. 37:12

2 years тому37:12

37:12

Successful ABM comes when client-centricity takes center stage. In our latest ABM podcast, Arlyn Knox, Chief Marketing Officer at Redwood Logistics, talks about the power of putting customers at the forefront and how nurturing deep relationships can turn prospects into partners.

Account-Based Marketing

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Ep. 53 Snowflake: Unpacking the Power of ABM 35:09

2 years тому35:09

35:09

In this podcast Hillary Carpio, Senior Director of ABM at Snowflake, discusses how combining agile methodologies with scalable ABM practices helps to successfully navigate the challenges of the enterprise market, creating meaningful connections and driving revenue growth.

Account-Based Marketing

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Ep. 52 Dell Technologies: ABM is a journey and sales must come for the ride 28:01

2 years тому28:01

28:01

“ABM requires a strong sales and marketing interlock,” says Ching May Low. In this podcast, Alisha is joined by The Director of International Accounts for Dell Technologies, who explains how her wide-ranging experience has helped her align sales and marketing to create impactful—and even scalable—ABM programs. The conversation covers everything from social selling to the power of unsolicited business proposals, including where to focus your ABM efforts and how to make campaigns resonate across different regions. Enjoy.…

Account-Based Marketing

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Ep. 51 Salesforce: Advice for ABM leaders 32:21

2 years тому32:21

32:21

Juliet Randall joined Salesforce as Vice President of Global Account-Based Marketing Strategy in 2021, and the company has already seen a 125% increase in program impact. Here, she shares her advice for new leaders stepping into an ABM role, from assembling a team to establishing a Centre of Excellence, and reveals why Salesforce has had to balance building the future with nailing the basics.…

Account-Based Marketing

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Ep. 50 Embedding ABM with MEA finalists IBM and Microsoft 39:03

2 years тому39:03

39:03

To celebrate the 50th episode of our ABM Podcast, we honor the outstanding achievements of the 2022 Marketing Excellence Awards (MEA) Gold Winner Cheryl Caudill, Global Program Office Leader at IBM, and finalist Ankica Jedry, Scaling Account Based Engagement Lead at Microsoft. As the deadline for submissions to this year’s Marketing Excellence Awards nears, Cheryl and Ankica share their inspirational journeys of embedding ABM within their organizations, and the approaches that led to their success. To apply for the 2023 MEA Awards, click here: https://momentumitsma.com/what-we-do/marketing-excellence-awards/…

Account-Based Marketing

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Ep.49 Microsoft: Applying ABM to partner marketing 28:37

2 years тому28:37

28:37

With the number of partners set to explode by 10x in the next five years, partner experience is a huge growth opportunity for CMOs. How can leaders innovate their partner marketing and maximize business impact? In this podcast, Keith Pranghofer, Director of Marketing, ISV Partnerships at Microsoft, discusses the role ABM can play, why organizations need a more outcome-based approach, and the importance of partner orchestration across the entire customer lifecycle.…

Account-Based Marketing

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Bonus Episode: What should your ABM look like in 2023? 28:49

2 years тому28:49

28:49

With an ever-increasing appetite for ABM, 2023 is looking to be a crucial year for its development. How can you take full advantage and embed the most effective strategy? In this podcast, Rob Leavitt, Senior Vice President of Advisory, and Chief Customer Officer, Will Nicholls, share key insights from our global benchmarking study to help elevate your ABM in 2023.…

Account-Based Marketing

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Ep.48 NetApp: Building a diverse sales team 28:24

2 years тому28:24

28:24

"Not everyone bought into it at the beginning—but now they've seen the results a diverse team has derived, they're paying attention." Jackie McKinley knows how to build and empower effective sales teams. In this episode, NetApp's Vice President for US Enterprise Sales shares her career highlights, what she looks for in potential leaders, and why organizations should broaden the talent pool to boost their numbers.…

Account-Based Marketing

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Bonus episode: Momentum ITSMA: What decision makers want from providers 30:58

2 years тому30:58

30:58

Understanding customers’ changing priorities. Devising and delivering better content. Orchestrating multichannel engagement. And remembering the importance of the human touch. In this podcast, our experts convene to discuss the key takeaways from the latest Customer Buying Index Study 2022 (CBX®). Join Robert Hollier, Partner, Julie Schwarz, Senior VP of Research and Adam Bennington, Head of Consulting, as they unpack what's changing for executives and across enterprise buying cycles.…

Account-Based Marketing

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Ep.47 AWS: Account-Based Marketing is not a one size fits all 30:46

3 years тому30:46

30:46

No two ABM strategies are the same - every organization has a unique context with their customers and in their market, they're at varying stages of maturity and have a different portfolio. In this podcast, Alisha is joined by Eric Martin, Account-Based Marketing Lead at AWS, to explore the core principles of ABM and differences in developing Account-Based Marketing for two technology giants. Eric compares his own experience leading ABM across North America for SAP together with his more recent experience at AWS and together with Alisha, explore the challenges, opportunities and innovation this difference present. A must listen to episode for anyone formulating their ABM strategy.…

Account-Based Marketing

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Ep.46 Accenture: Success with pursuit-based marketing 25:29

3 years тому25:29

25:29

Stephanie Winters McConnell, Managing Director – Pursuit & Reputation Marketing Lead, explains Accenture’s venture into pursuit-based marketing, why it goes hand-in-hand with account-based marketing, and why the core to every good pursuit is messaging. Stephanie also tells us about her work with Connections to Success, an organization that helps ex-offenders re-enter the workplace with confidence.…

Account-Based Marketing

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Ep. 45 Kyndryl: Building the Marketing Engine to power growth for a $19B Start-up 34:27

3 years тому34:27

34:27

Kyndryl was formed in 2021 as a spin off from IBM’s managed infrastructure service business. Despite inheriting a $19 billion balance sheet, 4000 customers worldwide, and 90,000 employees, the company has high growth ambitions and a start-up mentality. Clara Belalcazar, Kyndryl’s Chief Marketing Officer for the Americas, describes the challenge of assembling a new team, pivoting to an account-based growth strategy, and fine-tuning their cultural values.…

Account-Based Marketing

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Ep. 44 AKAM: Getting key account management right 37:18

3 years тому37:18

37:18

Key account management is a simple idea but not so simple to execute. Diana Woodburn, Author and Chairman of the Association for Key Account Management (AKAM), breaks down the most important aspects of a successful KAM team, how it should fit with other divisions like sales or marketing, and how a customer-centric approach can drive key account growth — if done right.…

Account-Based Marketing

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Ep. 43 Salesforce: Best practices for driving revenue growth 45:01

3 years тому45:01

45:01

Tiffani Bova, author and global growth and innovation evangelist at Salesforce, discusses her best-selling book “Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business”, the importance of doubling down on existing customers, taking an offensive approach to combat churn, and why all marketers should sit in on sales conversations if they want to show they truly care about the customer.…

Account-Based Marketing

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Bonus episode: Momentum Group – A year in review 23:47

3 years тому23:47

23:47

12 months since Momentum and ITSMA joined forces to create a global growth consultancy and ABM powerhouse, we have invited three of our experts to discuss how our services have changed, how we’re helping clients tackle their biggest growth marketing challenges, and what the future holds for the Momentum Group. CEO Alisha Lyndon is joined by Robert Hollier, VP, Thought Leadership; Rob Leavitt, SVP, Advisory & Training; and Paige Johnson, Head of Learning and Development.…

Account-Based Marketing

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Ep. 42 IBM: Building account-based marketing muscle 41:09

3 years тому41:09

41:09

Phil Crompton, a 40-year IBM veteran who now heads up the firm's ABM function globally, shares the 2 year transformational journey he's led to build out their program office, develop talent with career pathways and embed a program across the globe.

Account-Based Marketing

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Ep.41 Addleshaw Goddard: How to build a distinctive brand 38:46

3 years тому38:46

38:46

Trends aren’t an indicator of what you should be doing, but what you shouldn’t be doing – if you want to make an impact, that is. Brian Macreadie, Head of Marketing at International law firm Addleshaw Goddard discusses the importance of getting the basics right in a saturated market, building trust, and finding a “distinctive” approach to accelerate growth – and, not forgetting your sense of humor.…

Account-Based Marketing

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Ep.40 Epicor: Gaining a growth edge with competitive intelligence 35:18

3 years тому35:18

35:18

In this episode, Andy Reid, Head of International Product Marketing & Global Competitive Intelligence at software firm Epicor, discusses how his team has helped the company achieve a competitive edge using deep market insight. Co-hosting this week's podcast is Momentum's very own competitive intelligence expert Diane Borska, SVP, Market Insights, who quizzes Andy on how he structures his team, how they deliver value to the organisation, and what he means by a “Field of Dreams” approach.…

Account-Based Marketing

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Ep.39 Microsoft: Transforming customer outcomes 30:01

3 years тому30:01

30:01

Martech is both a blessing and curse. With so many tools at our fingertips, it’s easy to get lost in the data – or worse, lose sight of the customer. Sydne Mullings, General Manager, US Central Marketing Organization at Microsoft, offers her advice on driving “beautiful” customer outcomes, driving business change and transforming marketing.…

Account-Based Marketing

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Ep.38 Infosys: Why people are the key to ABM success 36:57

3 years тому36:57

36:57

Marketing leaders often bemoan the shortage of talent. But should you be looking beyond skills? For Navin Rammohan, Vice President of Segment Head Marketing at Infosys, hiring for attitude, the ability to learn, and multidisciplinary experience has been far more fruitful when building a robust and successful ABM team. Listen to Navin discuss how a Centre of Excellence focused on learning and development has transformed the marketing organisation, and why it’s time to start being a problem finder instead of a problem solver.…

Account-Based Marketing

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Ep.37 Adobe: How to maximize partner marketing results 34:04

3 years тому34:04

34:04

Martin Smith, Adobe’s Head of Partner Marketing, EMEA, reveals how to get the most from your partner marketing programs, sharing his advice for overcoming common pitfalls (solving a customer problem that doesn’t exist), equipping sales teams for success (developing a joint value proposition that hits home), and bringing in ABM strategies to bring partners onto the same page.…

Account-Based Marketing

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Ep.36 Arvato: The world of Key Account Management 29:19

3 years тому29:19

29:19

In this episode, we hear from Will Green, Senior Vice President , Arvato, as he discusses the evolution of Key Account Management (KAM) in the business over the last 18 months and his insights into building a world class key account program. Will also shares his thoughts on the biggest challenges of KAM, including misaligned teams and the skills needed to be successful in Key Account Management. A must listen episode for leaders looking to drive mutual value for key accounts.…

Account-Based Marketing

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Ep.35 Capital Group: Platinum client experiences 37:28

4 years тому37:28

37:28

In this episode, founder and CEO of Momentum Alisha Lyndon is joined by James Cardew, Head of Marketing and Client Experience at Capital Group. Hear how he thinks about marketing leadership when it comes to creating stellar client experiences, his thoughts on why marketing leaders should focus on the experience to unlock growth and how data should be leveraged to support micro-segmentation.…

Account-Based Marketing

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Ep.34 Sales enablement for a new world of selling 31:35

4 years тому31:35

31:35

In this episode, Alisha is joined by McKinsey's B2B sales and marketing Partner Liz Harrison to share her expertise and tips on how to avoid channel conflict, why all areas of the business need to be focussed around customers, and how to add human value to a digital buying process. In a world of digital, remote, and hybrid selling, the role of sales enablement has never been more critical.…

Account-Based Marketing

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Ep.33 Finastra: Building a global ABM program in a pandemic 26:42

4 years тому26:42