Reinvent B2B Customer Growth

How do you turn a legacy brand into a modern customer growth engine? In this episode, Meta Karagianni talks with RQI Partners' SVP of Marketing, Russell Griffin, about aligning sales and marketing around the most critical customer relationships, using insight to shape joined-up strategies, and rebalancing from deal‑by‑deal selling to co-ordinated interventions to move buying group momentum and drive retention, expansion, and advocacy.

How do you drive growth when buying is more complex, AI is changing how customers research, and speed matters more than ever? In this episode, host Meta Karagianni talks with former Thomson Reuters CMO, David Carrel, about co-creating a sharper growth vision, simplifying goals, redesigning teams to stay closer to customers, and building the skills and mindsets to win the deals that matter.

How do you move from "more campaigns" to a truly customer-led growth system? In this episode, Avanade Chief Growth Officer Ruth Rowan joins host Alisha Lyndon to share how she's aligning marketing, sales, partners and CX around the accounts that matter most – and using tech, data and AI to make it work in practice. Ruth opens up about the hard trade-offs, the impact Avanade is seeing, and her practical advice for CMOs and CGOs leading the next wave of B2B growth.

What does it take to lead a marketing function at the center of data-driven transformation, AI disruption, and rapidly shifting buyer expectations? In this episode, Jennifer Jackson outlines how Actian is reshaping marketing to meet the demands of a new era.

What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with ABM – one account at a time.

As B2B organizations navigate shifting markets and rising expectations, Emma Chatwin shares how Fujitsu's three-year transformation journey moved marketing from the sidelines to the front line of business growth.

How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp's Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.

What does it take to make client centricity more than a slogan? Margaret Franco, CMO, Duco, reveals how aligning product, sales, and marketing unlocks growth in today's demanding B2B landscape.

In this episode of the Account-Based Marketing podcast, Heather Adkins shares the art and science of scaling ABM through sector-driven teams, AI-powered agents, and a relentless client focus.

In this episode, Oli Hammans and Gabriella Sellers, Global ABM Leaders at EY, reveal how EY is scaling ABM by combining smart account prioritization, close client engagement, and cross-functional collaboration to drive growth across its global portfolio.