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:

- Why trust is so important in an ABM strategy

- How ABM can be used to change brand perceptions

- Why ABM needs a change in mindset

- What makes a successful ABM strategy