Episoder
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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. -
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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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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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.
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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.
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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.
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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.
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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.
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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.
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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.
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“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.
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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.
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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/
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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.
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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.
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"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.
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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.
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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.
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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.
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