Let’s talk ABM

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:

- How Keith is deploying ABM to develop Microsoft's channel partners

- Why ABM is all about the customer

- How Keith is using ABM as a growth and business strategy

- 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:

- How Lisa has seen ABM change over recent years

- How best to use intent data in your ABM program

- How the buyer experience needs to change

- 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:

- What excites Jess about ABM

- How to build an ABM strategy from scratch

- The different use cases for ABM

- 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:

- Why building a community is the next step in ABM

- How to achieve alignment with Sales

- What the hardest part of ABM is

- 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:

- How Google Cloud achieved Sales and Marketing alignment

- The importance of Account Insights

- Google's tenet of 'fail fast, learn fast' applied to ABM

- 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:

- Key learnings moving from SMB to Enterprise

- The building blocks of Samsara's ABM strategy

- Why data is at the heart of any ABM program

- 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:

- Why ABM is not rocket science

- The importance of account insights to unlock accounts

- His great ABM learning

- 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: 

- The GTM strategy for a young SaaS company

- How to compete (and win) against the major players

- Why it's important to have a point of view

- 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:

- How CARTO's marketing has pivoted over the last 18 months

- What makes Partner Marketing different

- Why nurturing talent is so important

- 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:

- Why ABM is not a panacea for all B2B troubles

- Why ABM leaders need to look beyond revenue

- How not all ABM programs are what they seem

- Advice on how to succeed at Account-based Marketing