Let’s talk ABM

In this episode of Let's talk ABM, Declan chats to Danny Nail, Account-based Engagement Lead - Financial Services at Microsoft. Danny is one of the world’s leading ABM practitioners and thought leaders. His ABM programs at SAP and now Microsoft have won numerous awards and praise. Danny sees One-to-one and One-to-few ABM as true ABM and shares his insight in this Let’s talk ABM podcast interview.

Here's what they cover:

- How Demand Gen and ABM can coexist

- The difference between ‘intent’ and ‘interest’

- What the hardest part of ABM is

- Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Becks Powell, Marketing Programs Manager UK & Nordics at Showpad. Becks is a seasoned B2B Marketing professional with significant experience - both Agency and Client-side. Having built a formidable ABM at scale machine in her previous role at Unit4, Becks is now rolling out a more personalized and curated ABM strategy at Showpad, the leading revenue enablement technology.

Here's what they cover:

- How to get started with ABM

- What constitutes the building blocks of a successful ABM program

- How to use intent data to aid account selection

- Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Rachael Tiow, Director of ABM at Auth0, the authentication and authorization platform. A seasoned Sales and Marketing expert with a strong background in building technology brands, Rachael is powering Auth0’s growth with her ABM strategy and close alignment with Sales.

They cover:

- How Auth0 GTM evolved from Inbound to ABM

- Rachael’s greatest learning from 5 years of ABM

- What the hardest part of ABM is and why

- Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Hillary Lupo Carpio. Hillary leads the ABM strategy at Snowflake, the Cloud Data platform. Hillary's built a sizable ABM function to support hundreds of Field Sellers across enterprise and Fortune 1000 accounts. The team runs integrated programs in target accounts with Field Marketing, Partner Marketing, Demand Gen and Sales Development to support more than 2,000 target accounts with the industry's best hyper-personalized experiences.

Watch this webinar and learn:

- How Snowflake personalizes ABM at scale

- Why strategy comes before technology

- What is the hardest part of ABM and why

- Advice on how to succeed at Account-based Marketing

In this episode of Let's talk ABM, Declan chats to Elise Miller, Head of ABM, EMEA at ServiceNow. Elise is a seasoned Account-based Marketing practitioner and thought leader with a strong track record in pushing the boundaries of ABM. In her current role at ServiceNow she leads ABM efforts for EMEA. Elise's combined Agency and corporate experience has allowed her to deliver maximum return on her ABM program with numerous awards and accolades for the strategy she and her team has developed.

Here's what they cover:

- How to scale ABM

- The importance of an ABM Center of Excellence

- Why psychology plays such an important part in ABM success

- Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM, Declan chats to Debra Yorkman, VP of Marketing at SDI. Debra sets and guides the overall strategic and tactical execution of SDI’s marketing and branding initiatives. Debra deploys ABM to help customers and target accounts learn the value of the digital transformation of their supply chain.

Here's what they cover: 

- Why the last 18 months has been an inflection point

- How contextualized news can drive results

- What the hardest part of ABM is

- Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Debra Yorkman, VP of Marketing at SDI. Debra sets and guides the overall strategic and tactical execution of SDI’s marketing and branding initiatives. She deploys ABM to help customers and target accounts learn the value of the digital transformation of their supply chain.

Here's what they cover:

- Why the last 18 months has been an inflection point

- How contextualized news can drive results

- What the hardest part of ABM is

- Advice on how to succeed at Account-based Marketing

Here's what they cover:

- Why One-to-one is the only true ABM

- How insights drive account strategy

- Where ABM tech vendors need to improve their offering

- Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Marnie Giuranna Zaccaria, Global ABM Lead at Finastra. The role sees Marnie oversee the entire highly personalized and customized marketing activity for all Finastra’s strategic accounts. Previously she held the position of Head of Marketing for DACH and Central Europe for Finastra as well as Marketing Manager at 360T and Managing Director at the European Association for Banking and Financial History.

Here's what they cover:

- What the first year of an ABM strategy looks like

- Advice on what to do and what not to do in your first year

- How educating Sales helps to unlock ABM success

- Advice on how to succeed at Account-based Marketing

In this episode of Let's Talk ABM Declan chats to Alessandra Possamai, ABM Manager at Shutterstock. A passionate B2B Marketer with a real talent for Account-based Marketing, Alessandra is seeing huge success with her ABM strategy, creating personalized Account Experiences that deliver a truly customized buyer journey.

Here's what they cover:

- How alignment with Sales moves the ABM dial

- Why the account experience lies at the heart of an ABM strategy

- What are some of the hardest parts of ABM

- Advice on how to succeed at Account-based Marketing