Account-Based Marketing

Momentum ITSMA

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 read less

Our Editor's Take

The Account-Based Marketing podcast is for marketing leaders. The podcast discusses topics relevant to those who want to grow their customer base. Listeners get practical tips and insights from marketing leaders. They share their experiences and strategies in implementing account-based marketing (ABM).

Podcast listeners get actionable advice on aligning sales and marketing efforts. They learn to craft personalized messaging. The show provides tips for using tools like LinkedIn and Salesforce to engage critical accounts. The podcast stresses the importance of building a brand legacy.

Each episode focuses on a specific aspect of ABM. It all begins with a go-to-market strategy. ABM doesn’t end there. It helps maximize marketing results in various tactical elements. There are discussions about revenue growth, sales enablement, and content marketing. The podcast shares real-life case studies of successful ABM practices.

Janis Fratamico of BNY Mellon joins the podcast. She shares her thoughts about turning happy customers into salespeople. Marketing leaders from Hewlett Packard discuss how ABM programs can drive a company’s growth strategy. Listeners hear from Andrew Fitzgerald of Kyndryl. This company implemented ABM from its start. Juliet Randall of Salesforce gives ABM strategy advice. Listeners new to the CMO role may find her episode valuable.

Listeners learn about B2B marketing strategies that lead to revenue growth. Tactics include messaging, social media, outreach, and content marketing. Sales leaders learn which metrics matter most for business growth in a SaaS startup. The podcast also addresses SEO and other growth strategies.

The podcast aims to help sales and marketing teams collaborate. It underlines ABM’s role in creating a great customer experience. Account-Based Marketing encourages listeners to value long-term business relationships. Startup founders get practical tips for business growth.

The Account-Based Marketing podcast has been sharing helpful ABM strategies since May 2019. B2B marketers and sales leaders can listen to new episodes monthly.

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

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

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

Episodes

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

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

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

Ep.66 Building strategic partnerships with CxOs

Ep.66 Building strategic partnerships with CxOs

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

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

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

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

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

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

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.

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

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

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.

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

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

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

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

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

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.

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

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

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.

Ep. 59 BNY Mellon: Building on brand legacy

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.

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

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.

Ep. 57 Kyndryl: The born first ABM business

Ep. 57 Kyndryl: The born first ABM business

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.

Ep. 56 Pega: The united front of partner ABM

Ep. 56 Pega: The united front of partner ABM

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.

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

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

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.

Ep. 54 Redwood Logistics: Turning prospects into clients.

Ep. 54 Redwood Logistics: Turning prospects into clients.

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.

Ep. 53 Snowflake: Unpacking the Power of ABM

Ep. 53 Snowflake: Unpacking the Power of ABM

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.

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

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

“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.

Ep. 51 Salesforce: Advice for ABM leaders

Ep. 51 Salesforce: Advice for ABM leaders

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.

Ep. 50 Embedding ABM with MEA finalists IBM and Microsoft

Ep. 50 Embedding ABM with MEA finalists IBM and Microsoft

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/

Ep.49 Microsoft: Applying ABM to partner marketing

Ep.49 Microsoft: Applying ABM to partner marketing

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.

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

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

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.